Online Retailing Site Bibliometric Analysis And Visualisation: The Past, Present, And Future

Abstract

For more than three decades, marketing science experts have paid particular attention to the
understanding of online retailing sites and client loyalty. By highlighting the research issues through
bibliometric analysis and providing an agenda for future research, this study aims to analyse historical
and present developments in the online retailing sites sector. The study used bibliometric analysis to
conduct a comprehensive evaluation of the literature on online retailing sites from 2010 to 2021. The
bibliographic information for 60 papers was gathered from Scopus, one of the most well-known
academic indexing databases. For more than three decades, marketing science experts have paid
particular attention to the understanding of online retailing sites and client loyalty. By highlighting the
research issues through bibliometric analysis and providing an agenda for future research, this study
aims to analyse historical and present developments in the online retailing sites sector. The study used
bibliometric analysis to conduct a comprehensive evaluation of the literature on online retailing sites
from 2010 to 2021. The bibliographic information for 60 papers was gathered from Scopus, one of the
most well-known academic indexing databases. Biblioshiny, VOS Viewer, and Sci2 tool were among
the open-source software programmes used by the study to conduct various bibliometric analyses. In
order to understand and visualise the research field better, this work applies a number of quantitative
and scientific mapping approaches. For research researchers in the academic community, the analysis
of scientific research will serve as a reference manual for comprehending the theoretical underpinnings
of online retailing sites study, identifying the knowledge gaps, and suggesting future research directions.
Through numerous contributions made by the scientific literature, it can also assist marketing
professionals in understanding the dynamic characteristics of online retailing sites and their purchasing
behaviour.