BIBLIOMETRIC ANALYSIS OF EMPIRICAL STUDIES ON CONSUMER BEHAVIOR IN THE CONTEXT OF SEVEN ECONOMIC THEORIES

Abstract

Purpose- There is a research gap in which the most commonly used economic theories in consumer behavior literature are discussed, but conceptual themes are examined together with these theories. For this reason, this study aims to reveal the co-authorships, co-characteristics, co-economic theories, co-other theories, co-constructs, and co-keywords involved in the studies in the field of consumer behavior under seven economic theories. Methodology- This study provides a bibliometric analysis of seven economic theories used in consumer behavior research published in Scopus, ESCI and/or SSCI and other indexes (eg EBSCO, ProQuest) between 2015 and 2021. For this purpose, 52 studies were selected through Google Scholar and analyzed with the VOSviewer program. Findings- The study's findings determined that the number of consumer behavior research based on economic theories was higher in 2020–2021. The authors of the study were not co-authors of any other study. The vast majority of the studies were quantitative, and most of the studies were conducted in China and India. In addition to these results, it has been found that Impulsive Buying and Conspicuous Consumption are the theories used most in consumer behavior research. Also, a construct used in a study title based on any economic theory among the seven economic theories was not used in any working title based on any other economic theory. Finally, impulse buying, hedonic value, and Instagram were co-keywords for some studies based on Impulse Buying (Purchasing) Theory (IBT) or Conspicuous Consumption Theory (CCT). Conclusion- In the discussion part, the study's contributions were included; and the study's limitations and suggestions for future research were given.

Keywords

• Consumer behaviors
• bibliometric analysis
• seven economic theories
• empirical studies
• VOSviewer Program

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