Research Article
Understanding Online Users Behavior in e-Commerce: A Bibliometric Study and Systematic Literature Review
@INPROCEEDINGS{10.4108/eai.30-10-2024.2354769, author={Premi Wahyu Widyaningrum and Endang Siti Astuti and Edy Yulianto and M. Kholid Mawardi}, title={Understanding Online Users Behavior in e-Commerce: A Bibliometric Study and Systematic Literature Review }, proceedings={Proceedings of the 3rd International Conference on Public Administration and Governance, ICOPAG 2024, 30 October 2024, Malang, Indonesia}, publisher={EAI}, proceedings_a={ICOPAG}, year={2025}, month={5}, keywords={tam model e-commerce m-commerce bibliometric analysis user behavior}, doi={10.4108/eai.30-10-2024.2354769} }- Premi Wahyu Widyaningrum
Endang Siti Astuti
Edy Yulianto
M. Kholid Mawardi
Year: 2025
Understanding Online Users Behavior in e-Commerce: A Bibliometric Study and Systematic Literature Review
ICOPAG
EAI
DOI: 10.4108/eai.30-10-2024.2354769
Abstract
This research critically examines the existing literature on e-commerce user behavior, specifically focusing on knowledge and cluster trends. A total of 310 items were collected on October 21, 2023. The dataset comprises 82 scholarly articles from the Scopus database, covering 2014 to 2023. As a first step, bibliometric analysis was carried out to highlight the growth of literature in publications, fields of study, authors, and countries according to the research topic. Next, Biblioshiny and VOSviewer were used to visualize the research results and findings. Bibliometric analysis reveals that e-commerce user behavior covers interdisciplinary fields of study. Literature studies show four research clusters related to e-commerce. Literature analysis obtained five key findings. This research highlights that trust is the most crucial predictor of e-commerce use. This research concludes that the TAM model is still relevant and flexible enough to be elaborated on with other models or theories regarding e-commerce user behavior. The results of this study make a valuable contribution to the advancement of scientific knowledge and provide recommendations for future research on the behavior of users in the context of e-commerce.
