Vol. 6, Issue 2, Part B (2024)

Online impulse buying has become a significant phenomenon with the proliferation of e-commerce, drawing considerable academic attention over recent years. This study presents a comprehensive bibliometric analysis of the research landscape on online impulse buying. Online impulse buying behaviour is an unplanned, sudden urge to buy a certain product or service with immediate gratification that consumer’s exhibit while shopping in an online setting and behaviour is affected by plenty of intrinsic and extrinsic factors (Verma & Singh, 2019). By employing bibliometric techniques, VOSviewer aims to identify intellectual contributions in the field of impulsive buying, such as prolific authors, most active journals, highly cited documents, most commonly used keywords, affiliations, and trends of publications over time. For this, 875 articles from the Scopus database from 2015 to 20 June 2024 are considered. Our findings indicate the United States is leading the country list for producing the maximum number of documents. The most frequent keywords were impulsiveness, Impulsivity, Impulsive behaviour, Electronic commerce, and Consumer behaviour. The paper suggests a specific future research agenda in online impulse buying behaviour that has been determined from bibliometric analysis. This study offers practical implications for both academicians and practitioners.