Akademik Veri Yönetim Sistemi
Journal of Management, Marketing and Logistics (JMML), cilt.10, sa.1, ss.31-52, 2023 (Hakemli Dergi)
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.