Insights on Generation-Z Consumer Behavior in E-Commerce: A Bibliometric Analysis

Abstract

The rapid evolution of e-commerce has significantly influenced consumer behavior, particularly among Generation Z, the cohort born between the mid-1990s and early 2010s.This study aims to investigate the advancements in e-commerce, consumer behavior, and the z-generation to help academics identify new areas of interest and generate fresh perspectives for future research in this area. The study's data was retrieved from the SCOPUS database, and its analysis was carried out using R studio and VOS viewer. Thematic mapping, topic trends, co-occurrence, and Tree-Map analysis are also shown within this domain. The data set included the years 1990 through 2023. Our analysis reveals that the initial nine papers were published in 1996. However, there was a decrease in publications in 1998, which can be considered the lowest point in terms of the quantity of publications in this area. From 2000 to 2023, the number of publications gradually increased. There is a strong correlation between decision-making, website traffic, e-commerce, electronic commerce, marketing, decision-making processes, consumer behavior, and patron behavior on the Internet. Using these keywords will help academics in the future have a better grasp of Generation Z's e-commerce habits and provide a more comprehensive description of the associated bodily knowledge. Additionally, There are several topic trends related to Generation-Z consumer behaviour in E-commerce such as innovation, research work, technology adoption, consumption behaviour, perception, and marketing.