TÜKETİCİ SİNİRBİLİMİ KAVRAMININ BİBLİYOMETRİK ANALİZ YÖNTEMİ İLE İNCELENMESİ

Öz

Bu çalışmanın amacı; dünyada 2003-2023 yılları arasında, Web of Science (WoS) veri tabanında yer alan ve “consumer neuroscience” kavramını konu alan akademik çalışmaları bibliyometrik analiz yöntemi ile inceleyerek tüketici sinirbilimi konusunun tematik gelişimini bilimsel haritalama yöntemiyle ortaya çıkarmaktır. Ulaşılan makale verilerinin Vosviewer programı aracılığıyla bibliyometrik analizi gerçekleştirilmiştir. Tüketici sinirbilimi kavramı ile olası diğer kavramlar arasındaki ağ ilişkisi belirlenerek kümelendirme ve görselleştirme aracılığıyla hipotetik modelin alt yapısı oluşturulmuştur. Bu doğrultuda, tüketici sinirbilimi alanındaki araştırma eğilimlerinin belirlenmesi, ilgili yazındaki araştırmaların spesifik yönlerinin tanınması ve aynı zamanda alandaki boşlukları tespit ederek gelecekte yapılması planlanan çalışmalara katkı sağlaması hedeflenmiştir. Analiz sonucunda 32 alt unsura sahip 6 küme ve kelime bazlı ilişki ağları tespit edilmiştir. Bulunan kümeler sırasıyla; tüketici sinirbiliminin kapsamı, tüketici sinirbiliminin gelişim süreci, tüketici sinirbilimi araştırmalarında kullanılan teknikler, satın alma niyeti araştırmaları, makine öğrenimi, sanal gerçeklik olarak isimlendirilmiştir. Nöropazarlama, EEG, fMRI, tüketici davranışı, duygu, reklamcılık ve nöroekonomi kavramlarının ilişki ağında öne çıktığı tespit edilmiştir.

Anahtar Kelimeler

• tüketici sinirbilimi
• nöropazarlama
• bibliyometrik analiz

Examining of the Consumer Neuroscience Concept with Bibliometric Analysis Method

Öz

The aim of the study is to reveal the thematic development of the subject of consumer neuroscience with the scientific mapping method by examining the academic studies on the concept of “consumer neuroscience” in the Web of Science (WoS) database between 2003 and 2023 in the world, with the bibliometric analysis method. The article data obtained as a result of the research were discussed and bibliometric analysis was carried out with the Vosviewer program. During the analysis process, the network relationship between the concept of consumer neuroscience and other possible concepts was determined and the infrastructure of the hypothetical model was created through clustering and visualization. It is aimed to identify research trends in the field of consumer neuroscience, to recognize specific aspects of the research in the relevant literature, and to contribute to future studies by identifying gaps in the field. As a result of the analysis, 6 clusters and word-based relationship networks with 32 sub-elements were identified. The clusters found are respectively; The scope of consumer neuroscience is named as the development process of consumer neuroscience, techniques used in consumer neuroscience research, purchase intention research, machine learning, virtual reality. It has been determined that the concepts of neuromarketing, EEG, fMRI, consumer behavior, emotion, advertising and neuroeconomics are prominent topics in the relationship network.

Anahtar Kelimeler

• consumer neuroscience
• neuromarketing
• bibliometrics analysis

Kaynakça

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