Original scientific paper
https://doi.org/10.2478/bsrj-2025-0017
Mapping E-Commerce Research during the COVID-19 Pandemic: A Bibliometric Analysis
Ivan Jajić
orcid.org/0000-0002-5081-3531
; University of Zagreb, Faculty of Economics and Business, Croatia
Tomislav Herceg
orcid.org/0000-0001-8869-6775
; University of Zagreb, Faculty of Economics and Business, Croatia
Mirjana Pejić Bach
orcid.org/0000-0003-3899-6707
; University of Zagreb, Faculty of Economics and Business, Croatia
Abstract
Background: Digital technology and broad Internet access have significantly changed consumer behaviour, primarily through the rise of online shopping and improved information-sharing channels. Objectives: The COVID-19 epidemic fuelled the adoption of digital technologies, leading to a significant increase in online shopping. The authors of this paper captured and showed this increasing trend. Methods/Approach: The authors use bibliometric and text-mining methods to demonstrate the importance of COVID-19 in the e-commerce development literature. Results: A search of the Scopus database identified 845 relevant papers from 2020 to 2023, which were then refined to 417 within the fields of Business Management, Accounting, and Social Sciences. Most of these publications were scholarly articles (71.9%), reflecting a wide range of interdisciplinary contributions across Computer Science, Economics, and Engineering. The text mining analysis identified common keywords, including COVID-19, online shopping, purchase intention, e-commerce, and consumption behaviour. These keywords were grouped into six main clusters: consumer behaviour, online shopping intentions, impulsive buying, consumer satisfaction, sustainability considerations, and smartphone shopping behaviours during the pandemic. By implementing such an approach, it became evident which research topics and groups are the primary focus, which authors are the most productive, and which countries collaborate most on this topic. Conclusions: The analysis reveals that the COVID-19 pandemic significantly shaped research directions in e-commerce, with a strong emphasis on consumer behaviour, trust, satisfaction, and impulsive purchasing. The identification of six distinct thematic clusters provides a structured overview of the most prominent topics explored during this period. Additionally, the study highlights which institutions and countries led the research efforts, showing robust collaboration networks in Asia and Europe, where international co-authorship has notably intensified.
Keywords
e-commerce; consumer electronics; COVID-19; consumer behaviour
Hrčak ID:
340478
URI
Publication date:
12.2.2025.
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