Knowledge Mapping of Impulsive Buying Behavior Research: A Visual Analysis Using Citespace

ARTICLE
https://doi.org/10.1057/s41599-024-03473-9 OPEN
Knowledge mapping of impulsive buying behavior

research: a visual analysis using CiteSpace
Xiyun Gong 1 ✉, Choy Leong Yee1, Shin Yiing Lee1, Ethan Yi Cao 2 & Abu Naser Mohammad Saif 1,3
With the development of e-commerce, impulse buying behavior has transitioned from offline
to online, presenting significant exploration value. This study aims to provide a compre-
1234567890():,;
hensive knowledge map and in-depth analysis of research on impulsive purchase behavior,
helping readers understand the latest global trends in this field from 1967 to September 30,
2023. The study offers a visual analysis using CiteSpace, encompassing 704 academic
articles on impulsive buying behavior published over 55 years. The status is revealed through
collaboration networks, co-citation networks, and trend analysis. Researchers explore
impulsive buying behavior in various contexts, with “e-commerce” being a primary focus.
Notable new keywords include technology, customer satisfaction, perceived value, and virtual
reality, among others. These terms contribute to future research directions. Overall, this
pioneering research combines visual analysis to provide valuable insights and research
recommendations for academics studying impulsive buying behavior.
1 School of Business and Economics, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia. 2 Guangxi Normal University, Guilin, China.
3 Department of Management Information Systems, Faculty of Business Studies, University of Dhaka, Dhaka, Bangladesh. ✉email: gongxiyun2012@gmail.com
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:967 | https://doi.org/10.1057/s41599-024-03473-9 1

ARTICLE HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-03473-9
I
Introduction
mpulse buying refers to unplanned purchases, and this buying bibliometric characteristics and visualizing relationships of arti-
habit is sudden and immediate (Nigam et al., 2023). Over the cles published on this topic in reputable scholarly journals
last decades, researchers have examined impulsive buying indexed in Web of Science (WoS) from 1967 to the end of Sep-
behavior from different perspectives according to its significance tember 2023. In addition, the following research questions put
(Wang et al., 2022b; Xiao and Nicholson, 2011). Impulse buying forward by us:
accounts for 39% of the total revenue generated by department Q1: What is the current development trend of impulse buying
stores based on past research (Miao et al., 2020). In addition to behavior in the world?
this, Goel et al. (2022) and Lin and Chuang (2005) discovered Q2: What is the future direction of impulse buying behavior,
that eighty percent of customers buy on impulse at least occa- and which fields are predicted to be most influential based on the
sionally. According to Moreira et al. (2017), purchasing items in highest citations and keywords?
physical stores may involve greater impulse buying than pur- Q3: What are the newly introduced theories and models
chasing items online. Because offline shopping engages all five regarding impulsive buying behavior within the current colla-
senses, while online shopping cannot replicate certain immediate boration networks and emerging trend analysis, compared to
experiences, such as touch, smell, and taste. similar types of articles?
Because of the growth of e-commerce, impulsive buying may now The structure of this article is as follows. First, it begins with a
be observed in online shopping as well (Hellemans et al., 2022). With review of impulsive buying behavior. This is followed by an
the advent of the COVID-19 pandemic, social media, and mobile explanation of the materials and methods used. Next, the results
commerce, the number of studies related to online impulse buying in of the collaboration network, co-citation network, and future
the digital age is rapidly increasing. According to the eMarketer trends of impulsive buying behavior are presented. Finally, the
report (2019), global e-retail sales are predicted to grow from US$ conclusion section summarizes the entire article and includes a
3.535 trillion in 2019 to US$ 6.542 trillion by the end of 2023, discussion.
accounting for 22% of total retail sales. This growth is driven by the
increasing use of mobile devices and internet shopping. Additionally,
a 2021 survey indicated that more than 80% of online buyers had Impulsive buying behavior (IBB)
made an impulse purchase at least once, accounting for over 40% of As time has progressed, authors in the field of impulsive buying
the total amount of money spent online by customers using behavior have presented varying definitions and interpretations.
e-commerce applications (Saleh Al-Omoush et al., 2021). Stern (1962) defined impulsive buying behavior as any purchase
After 2020, the global COVID-19 outbreak and subsequent that a shopper makes without prior planning. Rook (1987)
lockdowns prompted customers to participate in more online described impulse buying as a purchase behavior driven by a
purchasing, which may have led to an increase in online impulse strong and irresistible urge. Rook and Fisher (1995) characterized
purchases (Goel et al., 2022). According to the literature record, buying impulses as part of a hedonically complex process. Later,
during the pre-COVID period, e-buying represented 40% to 50% Kacen and Lee (2002) explained impulse buying behavior as a
of all purchases; during the COVID-19 pandemic, it rose to 90% spontaneous purchase characterized by moderately quick
to 95% (Saleh Al-Omoush et al., 2021). Furthermore, the devel- decision-making and a subjective desire for immediate possession
opment of information technology fosters the growth of e-com- of the goods. Sharma et al. (2010) discourse that impulsive buying
merce, which has exacerbated impulsive purchasing behavior in denotes a relatively fast and hedonically complex purchasing
the online environment (Zhao et al., 2022). As social networking behavior, which means that the impulse leading to the purchase
sites (SNS) like Facebook, Weibo, and Meituan have developed, being made omits any careful, deliberate evaluation of alternative
more and more customers and businesses have come to under- or future consequences. Furthermore, they also highlight the term
stand the value of social commerce (Xu et al., 2020). Over 70% of “impulsive buying,” which refers to a quick and hedonistically
online purchases, according to a social commerce report, are complicated purchasing behavior, meaning that the surge that led
affected by social commerce websites (Xu et al., 2020; Jingdong to the purchase was uninformed and did not consider any other
and Nielsen, 2017). Additionally, research into the live-streaming options or potential future results. Based on the opinions of the
market and impulsive purchases are rapidly growing. In Asia, the authors mentioned above, this article comes to the following
percentage is higher (30%) than the global average of 16% of general conclusion. Impulse buying is regarded as unplanned
online buyers who make direct product purchases through live- purchasing, characterized by sudden and immediate decisions. It
streaming platforms, particularly in Thailand (51%), India (32%), is defined as a more thrilling, tempting, dynamic, and instanta-
Malaysia (31%), and China (27%) (Peng et al., 2021). Further- neous buying behavior compared to planned purchasing.
more, live shopping may provide online customers with an easier Traditional studies on impulse buying have classified con-
shopping environment, and it may also encourage impulse buying tributing elements as either internal or external (Iyer et al., 2020;
behavior. Moreover, this study gives academics a basic idea of Kalla and Arora, 2011; Wansink, 1994; Xiao and Nicholson,
how this field will be researched in the future. 2013). Regarding internal factors, the most common ones are
Therefore, research on impulse buying has always been at the related to consumers, such as impulse buying propensity, pre-
forefront of the times and the world. Thus, this current study purchase emotions (Ozer and Gultekin, 2015), consumer char-
seeks to fully comprehend the research by using CiteSpace’s acteristics, gender, age, motivations, and emotions. For external
knowledge mapping. Many fields have used knowledge mapping factors, environmental considerations like window displays and
extensively to offer a comprehensive and unbiased perspective of store design are widely studied by scholars (Gudonavičienė and
a particular study topic (Fang et al., 2018). However, over the Alijošienė, 2015). Moreover, previous research on impulse buying
years, some literature articles on impulse buying have been can be categorized into two types. The first type analyzes the
published by scholars (Verma and Yadav, 2021; Xiao and potential consequences of impulsive shopping behavior (Dittmar
Nicholson, 2013). Besides, some research has examined IBB from and Drury, 2000; Rook, 1987; Vohs and Faber, 2007). The other
the standpoint of meta-analysis (Zhao et al., 2022; Iyer et al., type is pertinent to the factors that determine impulsive buying
2020). Current studies still lack a visual perspective. Thus, we behavior, such as culture (Miao et al., 2020), self-interpretation
conducted a scientometric analysis using CiteSpace 6.1 to provide (Zhang and Shrum, 2009), and the kinds of foods that are eaten
an overview and visual analysis of the subject, clearly showing the (Mishra and Mishra, 2011). With the progress of the times, IBB
2 HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:967 | https://doi.org/10.1057/s41599-024-03473-9

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-03473-9 ARTICLE
Fig. 1 Published papers numbers on impulsive buying behavior between 1967 and 2022. The figure, which denotes the number of published papers on
impulsive buying behavior between 1967 and 2022, is constructed by a curve chart.
has been gradually classified into online and offline categories analysis, keyword analysis can show the hot research topics and
(Goel et al., 2022). Still, the research on online impulse buying future research paths. The data on authors, journals, institutions,
only started 20 years ago, and this part has excellent potential. and nations can assist other academics in identifying the authors
Based on the enormous economic benefits behind impulse buy- who have contributed the most to a field or the institutions that
ing, the current research factors need to be continuously explored, are the most authoritative (Chen and Liu, 2020). The most
and finding the latest research trends is conducive to innovation. important analysis in bibliometric studies is co-citation, as it can
reveal the relationships between articles. High citation rates and
numerous links to other articles indicate highly relevant and
Material and methodology
significant work (Small, 2003).
Data sources. The Web of Science (WoS) core collection was
CiteSpace 6.1 software was used to do the visualization for this
used to gather all relevant information. The WoS Citation data-
research. Professor Chen of Drexel University proposed CiteSpace, a
base, created by American Thomson Reuters, is a platform for
Java-based application package (Cheng et al., 2021). CiteSpace
information retrieval. The primary indexes are the Science Cita-
quantitatively analyzes the literature in specific disciplines and bases
tion Index Expanded, the Social Science Citation Index, and the
its analysis and visualization of emerging patterns and trends in the
Arts and Humanities Citation Index. This database includes over
body of scientific knowledge on the co-citation analysis theory and
9,000 academic publications from internationally renowned and
the pathfinder, minimum spanning trees method (Chen et al., 2008;
significant academic journals (Abati et al., 2021; Liao et al., 2018).
Fan et al., 2020). In recent years, CiteSpace has been utilized by
Thus, we obtained the WoS Core Collection’s data because this
academics from various fields, such as marketing, environment,
database is recognized as one of the most essential literature
tourism, and so on (Geng and Maimaituerxun, 2022; Yao et al., 2020;
indexes in the world (Saif et al., 2022). In this research, we pri-
Li et al., 2017). Analytical goals are represented by nodes (often
marily focused on the element of consumer behavior. Then, we
circles) in CiteSpace’s graph. The value of a node increases with its
used the keywords “impulsive buying” or “impulse buying” or
size. The multicolored links between the various nodes display their
“impulsive consumption” or “impulsive purchase” or “impulse
relationship, with the various colors denoting different
purchase” or “impulse shopping” or “ impulsive shopping “ or
publishing years.
“customer impulse purchasing” or “unplanned purchase” or
“sudden purchasing behavior” to search for relevant papers. The
term “impulse buying” was included in all literature investiga-
Results
tions, whether in the keywords or abstracts. As far as we know,
Research outputs and their categories. As shown in Fig. 1, the
the first article concerning impulsive buying behavior was pub-
development of articles on impulse buying behavior published over
lished in 1967, so we considered materials published between
55 years (1967–2022) is presented in chronological order. The initial
1967 and 2023 (Data collection ended on September 30, 2023).
publication on impulse buying dates back to 1967. Subsequently, the
Book chapters, review articles, and editorial materials were
number of publications about this topic appears to have experienced
eliminated to obtain high-quality research papers; this left 704
a relatively gradual growth over the years that followed. From 2008 to
articles that might move on with further analysis.
2011, growth occurred; however, it marginally increased. From 2016
to 2019, it fluctuated twice before reaching 53 in 2019 from 46 in
Knowledge mapping. According to Cui et al. (2017), knowledge 2016. Since then, publications on impulse buying behavior have
mapping is a part of bibliometrics analysis, which is defined as increased dramatically. These data also suggest that the rising number
“the quantitative analysis of publications in a given field.” of publications reflects a growing interest among scholars in impulse
Extracting and visually reorganizing the knowledge from several buying behavior.
previously published scientific research documents is the aim of Furthermore, Fig. 2 presents the top ten subject categories,
mapping and analyzing scientific knowledge (Chen, 2013). Fang including “Business” (312 articles, account for 27.5%), “Manage-
et al. (2018) consider that knowledge mapping aids academics in ment” (104, 9.2%), “Computer Science Information Systems” (59,
having a better understanding of the intellectual structure in a 5.2%), “Psychology Multidisciplinary” (53, 4.7%), “Economics”
particular field of study and research status. In bibliometrics (40, 3.5%), “Hospitality Leisure Sport Tourism” (37, 3.3%),

Fig. 2 Annual article output in the 10 subject categories. The figure denotes annual article output in the 10 subject categories is constructed by a colorful
stacked chart.
“Information Science Library Science” (30, 2.6%), “Information influence audiences’ parasocial interaction and impulse purchase
Science Library Science” (30, 2.6%), “Computer Science Inter- intentions and confirmed the assessment-emotion-action scheme.
disciplinary Applications” (25, 2.2%), “Operations Research Furthermore, it highlights the significance of the AI workforce
Management Science” is associated with 24 articles (2.1%), while applied to retailing and marketing managers.
“Environmental Studies” and “Environmental Sciences” both In addition, as impulse buying becomes more widespread,
have 23 articles each in tenth place, representing 2% of all people investigate the underlying mechanisms. As a result, more
publications. The distribution of the top ten subjects suggests that academics are using psychological models and theories to explain
the study of impulsive buying behavior is an interdisciplinary one. this behavior. The theory of planned behavior and stimulus-
It exhibits close ties with various disciplines, including environ- organism-response theory were used by most scholars to define
mental science, computer science, psychology, and management. impulsive buying behavior (Vazquez et al., 2020; Wu et al., 2020).
Over the past two decades, online impulse purchasing has Additionally, some researchers use the cognitive-affective person-
drawn much scholarly attention and created publishing oppor- ality system theory to investigate why impulsive purchases occur
tunities (Bashar et al., 2022). The rapid development of in emergencies and crises (Xiao et al., 2022). Similarly, based on
information technology has facilitated the speed of e-commerce the regulatory focus theory and emotion-cognition-behavior loop,
growth in the last few years, which amplified impulsive buying Yu (2022) investigated the function of cognitive traits in
behavior in an online setting (Zhao et al., 2022). Therefore, modulating the relationship between unpleasant emotions and
impulse buying is closely related to the field of computer science impulsive purchases during the COVID-19 epidemic. Third, a
information systems, which is especially reflected in social large part of related articles in the field of economics is about
commerce, live-streaming, artificial intelligence (AI), etc. First, COVID-19. During the COVID-19 epidemic, scholars worldwide
it is about social commerce. Based on the background of WeChat have studied related impulse buying behaviors because shopping
social commerce, Chen et al. (2019b) offer a model to investigate is closely associated with the economy. Ahmed et al. (2020)
the impact of product recommendations on social media on investigate patterns of impulsive purchases made by US residents
users’ impulsive purchasing tendencies. Under the context of the during the COVID-19 epidemic in key US cities and conclude
C2C Facebook “buy and sell” group, Chen et al. (2016) did an that COVID-19 is a crucial moderator of this behavior. Likewise,
online experiment and found that higher textual information Küçükkambak and Süler (2022) focus on the Turkish consumer
quality and numbers of “likes” can usually increase consumers’ as the target audience and find people’s fear of COVID-19
urge to buy impulsively. Second, for the live-streaming portion, impacts compulsive and impulsive buying behaviors. Gupta et al.
Jiang and Cai (2021) created a live e-commerce supply chain (2021) research on Indian consumers’ impulsive buying behavior
pricing model with online influencers regarded as retailers. during COVID-19 shows that the COVID-19 pandemic had a
Moreover, this model examines the influence of customers’ major effect on consumer purchasing behaviors, as evidenced by
satisfaction levels and impulsive purchasing patterns. Besides, two stockpiling and impulsive purchases.
pieces of research explore the antecedents of live-streaming under Finally, regarding the Hospitality Leisure Sport Tourism
the stimulus-–organism–response framework. One is to take the discipline, currently, some studies have incorporated time
consumption vision and telepresence as the organism to link with scarcity (Li et al., 2021) or time pressure (Sohn and Lee, 2017)
the urge to buy impulsively (Khoi et al., 2023). The other put into exploring tourists’ impulsive behavior. What’s more, Chen
perceived enjoyment and perceived usefulness in the organism et al. (2019a) provide a model that demonstrates how website
part to connect with the urge to buy impulsively. It is worth quality (as determined by hedonic value) influences impulsive
noting that the research of Zhang et al. (2023) combines artificial purchasing behaviors in online tourism, along with some
intelligence with live-streaming shopping. It tested the influence recommendations. Compared with the disciplines mentioned,
of artificial intelligence-driven virtual influencers by investigating impulsive buying research in tourism is fewer; however, it is
the underlying emotional mechanisms and persuasive factors that valuable for scholars to explore it deeply. Currently, wireless

Fig. 3 Country collaboration network. The figure denotes country collaboration network based on impulsive buying behavior research for the year from
1976 to 2023.
articles in Malaysia does not exceed 30, its centrality is 10 times

Table 1 Top ten countries based on frequency.
that of South Korea.
Country Frequency Centrality Institution collaboration network. Figure 4 shows the 413 nodes
USA 164 0.58 and 262 lines that make up the institution collaboration network
MAINLAND CHINA 164 0.26 from 1967 to 2023. There is cooperation between the agencies,
INDIA 85 0.17 but it is not close. Most of these networks are now made up of
TAIWAN, CHINA 62 0.05
small groups. Because of this, it is understood that the subject is
ENGLAND 34 0.14
SOUTH KOREA 34 0.01
still developing and not fully developed. However, we are aware
AUSTRALIA 30 0.04 that there are two groups of institutions that have a close rela-
MALAYSIA 28 0.10 tionship based on the links between institutions. One includes
PAKISTAN 27 0.07 Hong Kong Polytechnic University, Great Lakes Institute Man-
INDONESIA 24 0.01 agement, and Beijing Institute of Technology. The other is Florida
State University and Kyung Hee University.
As can be seen from the table ranking the top 10 institutions by
technology is used in tourism and hospitality services. There- number of papers, the Hong Kong Polytechnic University has
fore, to increase sales, tourist and hospitality businesses must published the most articles on impulsive buying (10), closely
better comprehend the connection between technology and followed by Great Lakes Institute Management (8), New York
impulsive buying (Ahn et al., 2020). University (7), Beijing University of Posts & Telecommunications
Consequently, the research on impulse buying behavior has (6), Washington State University (6), Beijing Institute of
progressed with the progress of times, and there has been a Technology (5), Florida State University (5), Kyung Hee
phenomenon of continuously extending from the field of manage- University (5), Michigan State University (5), University of
ment and business to Computer Science Information Systems, Minnesota (5) and University of Valencia (5). Five of these
Psychology Multidisciplinary, Economics, Hospitality Leisure Sport institutions are from the US, three are from China, and the rest
Tourism, and other fields. are from India, South Korea, and Spain.
As the ranking indicated in Tables 1 and 2, the top three
countries are the United States, China, and India. The following
The collaboration of impulsive buying behavior section elaborates on the reasons for the countries’ ranking in
Country collaboration network. Between 1967 and 2023, the Table 2 from the chronological order displayed in the WoS
country collaboration network, depicted in Fig. 3, comprises 70 database and the external factors.
nations and 182 linkages. Countries have established a relatively Firstly, in 1967, the United States was the first country to
mature cooperation network based on their close ties in this field. publish research on impulsive purchase behavior, 25 years far
Table 1 lists the top 10 countries in terms of frequency which ahead of second-ranked England (the first research published
shows that the USA and Mainland China both have the highest time is 1992). Many influential studies on offline impulse buying
frequency with 164 articles. However, the centrality score of 0.58 emerged during this period. It has been estimated that almost
with the USA surpasses that of China by 2.23 times. Next, the 90% of customers occasionally make impulsive purchases in the
countries ranked in descending order of publication frequency are United States (Awan and Abbas Nayyar, 2015). In a word,
India (85 articles), Taiwan, and China (62 pieces). It is note- impulse buying is part of American culture.
worthy that despite South Korea and England having 34 articles Between 2000–2009, countries such as South Korea, China,
each, their centrality differs greatly. Although the number of Indonesia, and Australia began to enter the initial research

Fig. 4 Institution collaboration network. The figure denotes institutional collaboration network based on impulsive buying behavior research for the year
from 1976 to 2023.
Table 2 Top 10 Institutions. indicates there will be more research to publish in this field.
Second, China’s e-commerce has been in a stage of rapid
development since 2003, and online shopping has become
Frequency Institution Country
mainstream. Bashar et al. (2022) found that the number of
10 Hong Kong Polytechnic University CHINA articles published on online impulsive buying behavior in China
8 Great Lakes Institute Management INDIA is 2.88 times that of the United States, which is over 2 times more
7 New York University USA
than the multiple of articles published in this research (The ratio
6 Beijing University of Posts & CHINA
Telecommunications
of the number of articles published by China and the United
6 Washington State University USA States in this article is 1.38). From this vantage point, it is also
5 Beijing Institute of Technology CHINA more determined that research on Chinese consumers’ impulsive
5 Florida State University USA buying behavior has been mainly influenced by the rise of online
5 Kyung Hee University SOUTH shopping. Third, in June 2000, the China Electronic Commerce
KOREA Association (CECA) was established, which means that the
5 Michigan State University USA Chinese government greatly values the growth of e-commerce.
5 University of Minnesota USA In 2010, Asian countries, such as Malaysia, Pakistan, and India,
5 University of Valencia SPAIN started to research this area progressively, and India has the
highest publication growth rate among the three. One of the
reasons is that it currently has the largest population in the world.
Table 3 Top 10 authors based on frequency of publications. Besides, out of 30 emerging economies, India is ranked as the
“second most attractive retail destination” globally (Mehta and
Chugan, 2013). By 2025, the Indian consumer market is
Author Frequency Institution
anticipated to have quadrupled, placing it among the world’s
Umair Akram 6 Jiangsu University top five economies (Cheng, 2014). As for Malaysia, from 2012 to
Bharadhwaj 5 SRM University
2014, five major e-commerce platforms, including Lazada, Zalora,
Sivakumaran
J Jeffrey Inman 4 University of Pittsburgh
Rakuten, etc, joined in, which drove the online shopping market
Rambabu Lavuri 4 Indian Institutes of Management of this country (Kiu and Lee, 2017).
Sanjeev Prashar 4 Indian Institute of Management In conclusion, the ranking publishing numbers shown in
Raipur Tables 1 and 2 are closely related to each country’s culture, time
T Sai Vijay 4 Indian Institute of Management of internet development background, and population base.
Ranchi
Chandan Prasad 4 Indian Institutes of Management Author collaboration network. Figure 5 (since the CiteSpace
Bodh Gaya software automatically reversed the order for the first and last
Zubair Akram 3 Beijing Institute of Technology name of the author, the name order in this paragraph has been
Shobhit Kakaria 3 University of Valencia corrected) displays the 492 authors and 423 collaboration links
Muhammad Kaleem 3 Liaoning University for the impulsive buying behavior study between 1967 and 2023.
Khan
Only a few authors in the study on impulse buying behavior
demonstrate tight collaboration, and overall, there isn’t much
academic interaction. The top ten authors of linked papers are
period. In terms of publication growth rate, most countries are listed in Table 3, along with their names. For instance, Jiangsu
developing very steadily except China, which is the fastest- University’s Umair Akram has contributed more to this area and
growing of these countries. There are three reasons to explain has written six articles. One of the first scholars to study Internet
this: First, China ranked second in the world’s most populous impulse purchasing was Umair Akram. He classified conventional
country. Population, on the one hand, determines its purchasing and online impulsive buying behavior to let subsequent readers
power, which emerges in a lot of study cases; on the other hand, it research more clearly; at that time, most studies researched

Fig. 5 Author collaboration network. The figure denotes author collaboration network based on impulsive buying behavior research for the year from 1976
to 2023.
traditional impulse buying behavior exclusively (Akram et al., social platforms and their extensions, product types for impulse
2017). Additionally, he researched the environmental effects of buying, and consumers’ impulsive buying factors.
social commerce in China and how the survey website’s quality First, it is about Changes in time. As Fig. 6 shows, Cluster #1
influences online impulse buying behavior, etc., offering multiple COVID-19 (silhouette score = 0.975, cited mean year is 2019)
perspectives on China’s online retail industry (Akram et al., ranks second in the size comparison. It is a known fact that the
2018). The number of articles contributed by Professor Bhar- COVID-19 pandemic has wreaked havoc on the world economy
adhwaj Sivakumaran is 5, ranking after Umair Akram. He is and healthcare, instilling fear, terror, and uncertainty in the hearts
currently working at SRM University. It’s worth noting that his of billions of people (Islam et al., 2021). During this period,
articles have a high-impact factor, meaning his research sig- people make crazy impulse purchases of necessities, food, fitness
nificantly contributes to impulse buying. He can think outside the products, etc. In this regard, scholars worldwide have explored
box and explore impulse buying from the perspective of service Covid-19 and impulse buying. Naeem (2021) showed that fear of
and store environment (Mohan et al., 2013; Sharma et al., 2014). illness, fear of empty shelves, concern of price increases, and
He can consider the standpoint of consumers and advise them on social pressure to buy extra items to justify staying at home
how to alleviate or lessen impulsive buying when most enhanced panic and impulsive shopping behavior among
researchers are researching how impulse buying benefits mar- consumers. Similarly, the study of Anas et al. (2022) found that
keters (Upadhye et al., 2021), which has a certain amount of the two main factors influencing consumers’ impulsive purchas-
innovative value. Next, the writers who contributed four articles ing decisions during COVID-19 were fear and the availability of
to the table are J Jeffrey Inman, Sanjeev Prashar, T Sai Vijay, and resources. Furthermore, based on the view of Chiu et al. (2022), it
Chandan Prasad. Finally, the writers who published three articles was evident that the perception of COVID-19 had a positive
were Zubair Akram, Shobhit Kakaria, and Muhammad Kaleem impact on fear, which in turn contributed to impulsive purchases
Khan. Research on impulse buying is currently in a develop- of exercise products. In general, although COVID-19 has passed,
mental phase, characterized by a relatively limited number of these connected studies continue to offer insights into fear-
authoritative scholars in the domain. Umair Akram and Bhar- induced panic impulsive buying, and future studies might further
adhwaj Sivakumaran currently represent academics who study explore the relationship between negative emotions and impulse
impulse buying. Among them, Bharadhwaj Sivakumaran focused buying.
on impulse buying behavior in India and cross-cultural com- Next, for the social platforms and their extensions. Web 2.0 has
parison, whereas Umair Akram mainly researched impulsive given rise to social platforms, which are online shopping services that
buying behavior in China. link customers and let them find, share, recommend, rate, and buy
products (Hajli, 2015). However, Cluster #3 social platforms (profile
The collaboration of impulsive buying behavior score = 0.96) ranked fourth with 52 sizes; the average cited year was
Co-citation network for documents: Figure 6 represents the co- 5 years ago. Social platforms, including Facebook, TikTok, blogs,
citation network for documents, which, between 1967 and 2023, Instagram, and Pinterest, are developing in full swing. Its emergence
contained 983 references and 3649 co-citation relationships. The has also led to different research derivatives: Cluster #0 live-streaming
clusters were labeled using the log-likelihood ratio (LLR) with the shopping (silhouette score = 0.882, cited mean year is 2020), Cluster
title extraction and indexing terms. It is commonly used and #9 social media celebrity (silhouette score = 0.96, cited mean year is
advised to utilize LLR, one of the algorithms, to extract cluster 2017), Cluster #2 facebook browsing (silhouette score = 0.959, cited
labels from the cited literature at various locations (Fang et al., mean year is 2017). In terms of Cluster #0: Live-streaming shopping
2018). The document co-citation networks silhouette scores are with the largest cluster size. It is a novel shopping model developed
all higher than 0.7, which suggests the clusters have dependable with social platforms. Compared with the traditional online shopping
quality. Based on the clusters in the impulsive buying realm, the model, live-streaming shopping pays more attention to the
following section is divided into four parts: Changes in times, interaction between merchants and consumers. Moreover, the effects

Fig. 6 Document co-citation network. The figure denotes document co-citation network based on impulsive buying behavior research for the year from
1976 to 2023.
Cross-country comparison, new-style social platforms, and new

Table 4 Summary of top 10 clusters. forms of consumption.
Third, in terms of the product types for impulse buying.
Cluster ID Size Silhouette Label (LLR) Mean Among the top ten clusters, the most prominent is Cluster #4
(cite year) luxury goods (silhouette score = 0.92, mean the cited year is
0 71 0.882 live-streaming 2020 2014), and Cluster #8 food waste (silhouette score = 0.956, the
shopping mean the cited year is 2010). The cluster #4 luxury goods, which
1 63 0.975 covid-19 2019 ranked fourth in the forefront of size, with the COVID-19
2 53 0.959 Facebook browsing 2017 pandemic and digital transformation, the luxury goods industry
3 52 0.96 social platform 2017 has also gradually introduced online models (Hoang et al., 2022).
4 52 0.92 luxury goods 2014 The impulse buying behavior of luxury products represents a new
5 49 0.954 subjective well-being 2011 group. First, scholars have confirmed that material goods or
6 43 0.952 brand attachment 2017
services represent unique personality traits of materialistic people
7 35 0.956 flow experience 2010
8 26 0.994 food waste 2019
(Islam et al., 2021). Second, it is about the element of trust. Trust
9 12 0.994 social media celebrity 2020 has a significant influence on impulse buying (Chen et al., 2021).
Luxury products have been shown to boost people’s feelings of
trust, encouraging them to make impulsive purchases (Chen
of the time scarcity characteristic are the icing on the cake of this kind et al., 2021). For cluster #8 food waste, the average year is within 5
of shopping which provides favorable conditions for stimulating years. The relationship between food waste and impulse buying
consumers’ impulse purchases (Hao and Huang, 2023). Besides, the varies greatly from different angles. Lahath et al. (2021) consider
study of Xu et al. (2020) examines the impact of contextual and impulsive buying to be a factor in food waste, and their study
environmental factors, such as the streamer attractiveness on viewers’ reveals the mediating role of impulse buying and the moderating
cognitive and emotional states and subsequent reactions. From this, it role of neuroticism on food waste during the coronavirus
can be seen that the study view of streamers is also an essential (COVID-19) pandemic. This kind of food waste caused by
research perspective in live-streaming shopping. It is also closely anxiety and panic is highly negative.
related to another cluster, the #9 social media celebrity. Currently, On the contrary, the results of Liao et al. (2022) show that
various studies are exploring the relationship between social media impulse buying is one factor that significantly affects food waste
celebrities and impulse purchases in the background of social reduction intention. The purpose of the differences between these
platforms. According to Chen et al. (2021), consumers’ recognition of two studies is the main reason for the relationship differences.
social platform celebrities can increase their trust in marketing The former believes that impulse leads to food waste. The latter
activities and thus increase impulse purchases. Similarly, Xiang et al. supposes that discount promotion induces impulsive buying,
(2016) explored the relationship between shoppers’ intimacy with solving the problem of wasted expired products.
media personalities (parasocial interaction PSI) and impulse buying Finally, for the consumer’s impulsive buying factors, Cluster
tendency and found a positive correlation. And for cluster #2 #5 subjective well-being (silhouette score = 0.954, cited mean year
Facebook browsing, it’s a unique variable source from the Facebook is 2011), Cluster #6 brand attachment (silhouette score = 0.952,
social platform. Although it is a niche cluster, it also occupies the cited mean year is 2017), and Cluster #9 flow experience
third cluster. This shows that the Facebook platform, with a huge (silhouette score = 0.882, cited mean year is 2020) are all
population base, performs outstandingly among other social plat- subjective factors of impulse buying consumers in Table 4. For
forms. At present, social platforms are still developing and extending. #5 subjective well-being, many researchers have integrated
Most of the research on impulse buying with social platforms comes personality traits into subjective well-being and impulse buying
from China. Future exploration can be done from the perspective of behavior. Seinauskiene et al. (2016) discovered that lower well-

Fig. 7 Author co-citation network. The figure depicts the documents’ co-citation network based on impulsive buying behavior research for the year ranging
from 1976 to 2023.
top 10 researchers according to citation counts. With 415 cita-

Table 5 Top ten most-cited authors with co-citation tions, ROOK DW was the author who received the most atten-
frequency. tion, yet his centrality (0.15)—a measure of how impactful a
scientific contribution may be—ranked fourth, not first. As a USC
Author Frequency Centrality Marshall School of Business professor, he offered a novel
ROOK DW 415 0.15 understanding of its phenomenology when consumer impulse
BEATTY SE 294 0.12 buying was still not fully understood (Rook, 1987). Furthermore,
FORNELL C 175 0.15 the normative features of impulsive buying were also first
VERPLANKEN B 161 0.17 empirically examined by him as a researcher. In the article of
KACEN JJ 146 0.11 Rook and Fisher (1995), the authors demonstrated that only
STERN H 145 0.22 when customers feel that acting on impulse is acceptable does the
DITTMAR H 136 0.14 association between the buying impulsiveness trait and related
PARBOTEEAH DV 121 0.19
purchase behaviors become meaningful.
VERHAGEN T 118 0.14
CHAN TKH 110 0.09
As table 5 shows, it is worth noting that although BEATTY SE
and KACEN JJ are both in the top five in frequency, their centrality
is relatively low in the top ten. Scholar Beatty SE’s citations (276)
came in second place. Her position at The University of Alabama is
being levels enhance materialism, which then fuels a higher level as a professor of marketing. Besides, she put forth a precursor
of impulsive purchase tendencies. Besides, the research of (Silvera model of impulsive buying and used data extracted at two points in
et al., 2008) also integrated Interpersonal variables in related time (during post- and pre-shopping interviews) from a regional
studies. It was proven that, at the cognitive level, impulsive shopping mall setting, providing a basis for future research and
purchasing has a negative correlation with subjective well-being Management impact (Beatty and Ferrell, 1998). KACEN JJ is a
but that, at the emotional level, it has a positive correlation with Clinical professor at the University of Houston, College of Business
social influence and emotional sensitivity. Concerning Cluster #6: Administration. Her research is full of great originality and focuses
Brand attachment, many scholars have integrated brand attach- on the impact of cultural differences on impulse buying. Most of
ment into impulse buying research. According to the study of the research was on impulse buying in the United States at that
Japutra et al. (2019), brand attachment entirely mediates the time, but she started doing cross-cultural studies. Her team
association between ideal self-congruence. Besides, findings from discovered that the impulse buying scale is suitable for the United
Japutra et al. (2022) demonstrate a positive relationship between States but not for other countries, and then they analyzed the
impulsive and obsessive-compulsive purchasing and the three moderating role of culture different from the perspectives of
aspects of brand attachment: passion, prominence, and anxiety. individualism and collectivism. Additionally, they concentrated on
Then, it is about the #9 flow experience cluster closely related to cultural differences in consumers’ satisfaction with planned and
social platforms and online shopping. Bao and Yang (2022) impulsive purchases, which contribute to this realm (Lee and
discovered that consumers’ flow experience, trust, and customer’ Kacen, 2008; Kacen and Lee, 2002).
serendipity encourage impulse buying. On the contrary, although the frequency of STERN H and
PARBOTEEAH DV is not in the top five, their centrality enters the
Author co-citation network: The author co-citation network is top two. STERN H is the founder of the impulse buying theory,
represented in Fig. 7, and 786 authors and 5245 links are linked which provides fresh eyes on consumer purchasing behavior. The
with collaboration. The relationship between scholars’ co- article he published in 1962 has been highly cited over 1900, in which
citations is close. More authors are cited when the font and he is the first to define impulse buying as divided into four categories:
node are larger. It is essential to note that in this analysis, only an Pure Impulse Buying, Reminder Impulse Buying, Suggestion Impulse
article’s first author will be considered (Fang et al., 2018). Lists the Buying, and Planned Impulse Buying (Stern, 1962). PARBOTEEAH

Fig. 8 Journal co-citation network. The figure denotes the journals’ co-citation network based on impulsive buying behavior research for the year from
1976 to 2023.
Table 6 Top ten most-cited journals with co-citation Table 7 Top ten most prolific journals.
frequency.
Journal Publication number Impact
Publication number Journal Impact factor factor
544 Journal of Consumer Research 8.612 Journal of Retailing and 29 10.972
463 Journal of Business Research 10.969 Consumers Services
454 Journal of Retailing 11.19 Frontiers in Psychology 28 4.232
419 Journal of Marketing Research 6.664 Journal of Business Research 17 10.969
391 Journal of Marketing 15.36 Sustainability 13 3.889
383 Journal of Retailing and 10.972 International Journal of Retail 12 4.743
Consumer Services Distribution Management
349 Journal of Consumer Psychology 4.551 Asia Pacific Journal of Marketing 10 4.643
324 Advances in Consumer Research \ and Logistics
315 Psychology & Marketing 5.507 European Journal of Marketing 10 5.181
280 Journal of the Academy of 14.904 Internet Research 9 6.353
Marketing Science Journal of Consumer Behavior 9 3.199
Psychology and Marketing 9 5.507
DV is an Associate Professor at Eastern New Mexico University. She

mainly contributes to online impulsive buying behavior. When field of research. Figure 8 displays the publications that have
online impulse buying emerged, she applied environmental psychol- contributed the most over the past 21 years about impulsive
ogy theory to expand on prior impulse buying (Parboteeah et al., buying behavior. A journal receives more citations, the more
2009). Through the authors’ co-citation analysis, future researchers significant the node diameter (Mustafee et al., 2014). The top ten
can find more research inspiration from related authors’ perspectives. most-cited journals out of the 790 that were currently retrieved
In summary, scholars read the most influential articles based on are displayed in Table 6. More than 280 frequencies have been
their needs to explore impulse purchases. If readers are interested in cited in conjunction with the top ten journals. With 544 co-
original empirical research or the precursor model of impulse buying, citations, the Journal of Consumer Research leads the field, fol-
they can refer to these articles. Moreover, they can read more articles lowed by the Journal of Business Research with 463 co-citation
by ROOK DW and BEATTY SE. In addition, KACEN JJ is one of frequencies. Most publications of impulsive buying articles con-
the most influential researchers in this field. She mainly focuses on centrate on marketing, psychology, and computer science. This
exploring the differences in cross-cultural research on impulse analysis can be a valuable reference for academics looking for a
buying. Thus, readers can learn the information from her studies relevant journal to publish their research in this area.
comparing impulse buying behaviors among different countries. As The most prolific journals in the study of impulsive behavior
for readers who want to learn more about the deep classification of are listed in Table 7. With 29 articles published between 2001 and
impulsive buying behavior, it is recommended to read the articles 2022, the Journal of Retailing and Consumers Services is the top
about impulse buying theory from STERN H. Finally, the articles by journal in this area. Frontiers in Psychology (28), Journal of
PARBOTEEAH DV can provide more inspiration for academics Business Research (17), Sustainability (13), and International
studying environmental psychology and online impulsive buying. Journal of Retail Distribution Management (12) round out the top
five most prolific journals. It should be noted that while Table 7
Journal Co-citation network: The journal co-citation network highlights high-impact factors journals that published articles
represents the network of journals that contribute to a particular relating to impulsive buying behavior, Table 6 emphasizes the

Table 8 Top twenty-six references by the number of citations.
References Strength Duration 1967–2023

Beatty and Ferrell (1998) 4.07 2001 2003
Vohs and Faber (2007) 7.92 2009 2012
Parboteeah et al. (2009) 4.6 2011 2013
Sharma et al. (2010) 4.63 2012 2014
Wells et al. (2011) 6.15 2013 2016
Verhagen and Van Dolen (2011) 6.15 2013 2016
Verplanken and Sato (2011) 6.15 2013 2016
Bell et al. (2011) 4.57 2013 2015
Park et al. (2012) 6.18 2015 2017
Flight et al. (2012) 4.32 2015 2017
Badgaiyan and Verma (2014) 8.36 2016 2019
Liu et al. (2013) 8.35 2016 2018
Floh and Madlberger (2013) 7.15 2016 2018
Shen and Khalifa (2012) 4.44 2016 2017
Kacen et al. (2012) 4.44 2016 2017
Mohan et al. (2013) 4.16 2016 2018
Xiang et al. (2016) 14.28 2017 2021
Chen et al. (2016) 11.43 2017 2021
Badgaiyan and Verma (2015) 7.4 2017 2020
Thompson and Prendergast (2015) 6.41 2017 2020
Huang (2016) 8.93 2018 2021
Wu et al. (2016) 7.26 2018 2021
Bellini et al. (2017) 6.01 2019 2020
Lo et al. (2016) 5.17 2019 2021
Sundström et al. (2019) 4.49 2020 2021
Aragoncillo and Orus (2018) 6 2021 2023
contributing journals with the highest frequency of citations in information quality, impulsive traits, and the number of “likes”
the impulsive buying behavior field. According to Fang et al. on advertising. These factors can be combined with the recent past
(2018), it is generally accepted that high-impact factors journals and combined with popular social media wins with novelty. After
may also have more excellent citation rates. that, the article of strength (8.93) at position third discusses the
impact of social networking website content on users’ emotional
Emerging trends of impulsive buying behavior reactions. The study expanded on the SOR paradigm’s use in
References with the highest number of citations: Citation bursts social commerce impulsive buying and clarified the distinction
are formed when an article acquires a lot of citations in a short between impulsive buying and buying (Huang, 2016). In fact,
period. These bursts can help reveal some of a specific topic’s these three articles have the common keyword “social platform”,
research dynamics (Fang et al., 2018). Albeit impulsive buying consistent with the hot clustering tag words mentioned earlier.
behavior is a developing topic, particular articles obtained a lot of Next, we will introduce some articles with a strength value within
citations, as seen in Table 8. The table ranks the top 26 articles the top 20, but with relatively recent publication years. For example,
about impulsive buying behavior based on their citation quantity an article by Aragoncillo and Orus (2018), ranked as having the
and popular period. The following will analyze this from three highest recent burst year, offers the first step in validating a scale
perspectives (long history, strength ranking, and potential). that effectively measures the influence of social media on impulse
The article of Beatty and Ferrell (1998) was the first popular buying behavior. Comparing online and offline channels and
citation published about 20 years ago to offer a model of the pre- obtaining results that indicate increased impulse buying behavior,
cursors for impulse buying and empirically evaluate it using provides direction for subsequent scholars to explore further
information obtained from pre- and post-shopping interviews at comparisons between online and offline impulse buying.
two different intervals in time, and its studies served as the basis Secondly, another recent article ranked 16 in strength, offers a
for later studies on impulsive buying behavior. novel perspective based on pre-purchase tendencies and impulse
Then, we analyze the strengths of the top three articles from the buying behavior. Furthermore, it proposes a new model
perspective of the top three articles. All the top three articles lasted encompassing personal characteristics, addressing a current gap
for four years in burst. To begin with, Xiang et al. (2016) have the in the literature (Bellini et al., 2017).
number one Strength Value (14.28), which is also one of the Another newer burst year article is from (Wu et al., 2016),
earlier articles based on parasocial interaction with the social which mainly proposes a novel research model to examine
platform. The article introduces parasocial interaction theory to impulse buying behavior in a complete manner (starting from the
examine the influence of social relationship factors on the trust belief and technology use with the mediator of flow
formation of impulse buying behavior on the Mogujie (www. experience).
mogujie.com) social platform. The theoretical contribution part Overall, among these three newer burst year articles, two of
combines psychology, marketing, and communication theory and them start from the impulse buying models, and one compares
laid the foundation for subsequent researchers to conduct an in- from the online and offline channels. These mindsets provide
depth exploration of social relationships and purchasing behavior. scholars with many different ideas for impulse buying extension.
Following it, the article of Chen et al. (2016), with the second
Strength Value (10.34), uses C2C Facebook as background Analysis of keywords: Examining keywords might reveal the
research and empirically studies the impact of advertising direction in which a topic trends. Identifying the research

Fig. 9 Time zone view of keywords. The figure illustrates the time zone view of keywords based on impulsive buying behavior research for the year ranging
from 1996 to 2023.
hotspots or the most critical topic in the field also helps to did not reach its frequency peak until 2018. Currently, most
understand future study paths. Figure 9 depicts the time zone of research on personality explores the five-factor personality model
impulsive purchasing behavior. It shows the changing process of and impulse buying. According to Thompson and Prendergast
keywords. Starting from the period 1996 to 2009, some keywords (2015), the five-factor personality model’s extraversion, con-
first appeared a long time ago, but they are still popular at pre- scientiousness, and neuroticism measurements unanimously
sent, such as experience, environment, personality, compulsive predicted impulse buying. Based on the research of Verplanken
buying, motivation, etc. Since 2009, in the rapid development of and Herabadi (2001), they found that impulsive buying in the big
e-commerce year, the keyword e-commerce has been integrated five model background, the cognitive facet, was inversely
into the field of impulse buying. Meanwhile, more scholars are associated with conscientiousness, the desire for personal
exploring online impulse buying further. Besides, many studies organization, and the shopping need. The affective aspect was
are related to high-level consumer demand, such as perceived associated with action orientation and a lack of autonomy. Otero-
value, and customer satisfaction. The following content will López and Villardefrancos (2013) showed some relationship
introduce the keywords regarding their interconnection in a between the Five-Factor Model personality traits, materialism,
roughly chronological order. and over-purchasing. Authors find extraversion has a positive
The first part is the keyword “experience”, which appeared in association with materialism. However, openness and agreeable-
1996. It emerged at the earliest in this field; however, the frequency ness have negative relations with materialism, which, in turn, is
will peak in 2021. This keyword has a broad research scope. It is associated with higher excessive buying propensity. Furthermore,
closely related to keywords like “environment”, “flow experience”, Badgaiyan and Verma (2014) test the impact of five intrinsic
“motivation”, “self-control”, etc. According to studies from Selby causes on impulsive purchase behavior, including personality,
and Joiner (2013), arousal brought on by music and perfume culture, materialism, shopping enjoyment propensity, and
increases pleasure levels, which in turn improves approach behavior impulsive buying tendency. Presently, the part about personality
and shopping satisfaction and explores the moderating effects of can be explored from different perspectives. There are three
store environment on the impulse shopping process. In the same categories of personality traits: high-order, low-order, and mid-
year, Chen and Teng (2013) discovered a comprehensive model of order. Most of the 5-Factor Model of Personality belongs to high-
the effects of online store image on purchase intention in an order. In the future, impulsive buying behavior can be explored
e-commerce environment and proposed in the future section to with different levels of personality traits. In addition, there is also
explore more specifically which online store features lead to impulse a blank in the cross-culture exploration of personality, and
buying behavior. Furthermore, experience is often discussed in discoveries will be made comparing the perspectives of
conjunction with flow theory as a motivation for impulse buying individualism and collectivism (Olsen et al., 2016).
(Wu et al., 2020) considering that pleasant experience and website With the proliferation of e-commerce, the research hotspot
attributes are both critical driving factors for impulse purchases. trend form of impulse buying gradually changed from offline to
Similarly, in the research of Wu et al. (2016), flow experience was online. In a 20-year study on e-commerce, there have been many
used as a mediating factor driving online shopping. In a word, the articles analyzing the factors of online impulse (Kumar et al.,
flow experience is deeply integrated into online shopping. For self- 2021). The e-commerce keywords in Fig. 9 are shown in 2009,
control, it can suppress emotions, and impulsive consumption is which was also a year of rapid development of e-commerce. The
often related to the benefits of hedonic experience. In the desire- development of e-commerce not only activates the deep needs of
willpower model, impulse buying is emphasized as a struggle consumers but also drives the development of Technology.
between desire and willpower (Wang et al., 2020a; Hofmann et al., As for the consumers’ deep needs, it is divided into value level
2009). In short, self-control and hedonic experience are also and interpersonal interaction level. Regarding the consumer value
antagonistic. Thus, if we explore the relationship between experience level, perceived value (2022) is first to be mentioned. Perceived
and self-control from the perspective of confrontation and combine value includes different dimensions, such as utilitarian value,
it with dual-system theory, we will find discoveries. In the future, this emotional value, conditional value, social value, cognitive value,
part can also do more to innovate impulse purchase models. and hedonic value. It is related to Utilitarian and customer
Moreover, some studies currently explore personality and satisfaction. From Fig. 9, the keyword “utilitarian” appeared 6
materialism together. Then, about another classic word, “person- years earlier than “perceived value” in this field. It can be seen
ality.” This keyword only appeared three times before 2013 and that Utilitarian value is used most frequently as one of the

perceived values connected with impulse purchases. At present, shopping and unplanned shopping is made. Furthermore, the
people often combine the terms “hedonic” and “utilitarian” empirical findings of Chen et al. (2022), which were applied to the
together to study impulse buying. According to a study (Zhang virtual reality (VR) environment retail industry, demonstrate that
et al., 2018), consumers who are more impulsive place a higher interaction and vitality have a beneficial impact on telepresence,
weight on the hedonic value of internet comments than those perceived diagnostic, and fun, which incite consumers to make
who are less impulsive do. Yang et al. (2021) investigate how, in impulsive purchases. The third is about multidisciplinary analysis
the context of mobile commerce (m-commerce), customers’ techniques. Bak et al. (2022) present data as a potential biomarker
perceived values (utilitarian and hedonic values) influence their for identifying impulse purchase behavior through a brain-
impulse buying behavior (IBB). Furthermore, Liu et al. (2022) computer interface-based method for processing brain signals.
discovered that affective impulsive buying is caused by affective Their study explores the hypothesis that duty-free shopping
information processing while cognitive impulsive buying is enhances impulsive buying behavior. In summary, there is still
dominated by cognitive information processing. Additionally, significant potential in the intersection of technology and impulse
research has shown that hedonic consumption is dominated by buying, particularly in the context of the latest Internet
affective information processing while utilitarian consumption is technology, new-era technology applications combined with the
dominated by cognitive. Not only that, “customer satisfaction” is metaverse, and interdisciplinary research methods. Furthermore,
often researched together with perceived value, especially from existing research on the behavioral mechanisms underlying
the perspective of hedonic value. For instance, Madhu et al. impulsive buying behavior remains unclear (Liu et al., 2022).
(2023) empirically investigate the intercorrelation between online Therefore, future research could delve deeper into the factors
impulse buying tendencies, online promotions, hedonic motiva- influencing impulse buying from psychological and technical
tions, impulse purchase decisions, and customer satisfaction. perspectives.
Besides, Widagdo and Roz (2021) examine how customers’
satisfaction with online purchasing in Indonesia is influenced by
Conclusions
website quality, hedonic shopping motivation, and impulse
Impulsive buying behavior has received considerable attention in
buying. Generally, if current research can expand beyond the
consumer research (lyer et al., 2020). With the advance of the
perspectives of utilitarianism and hedonic value, adopt a
times, impulse buying has continuously extended from the
comparative approach from other dimensions of perceived value,
business and management field to computer science information
and conduct further studies in this field, there will likely be
systems, psychology multidisciplinary, economics, and hospitality
breakthroughs. At the level of interpersonal interaction, “word of
leisure sport tourism. Moreover, the number of publications on
mouth” and “trust” have also been explored together by scholars
impulse buying in 2022 is 2.42 times higher than in 2018, high-
in this domain. Zhao et al. (2020) researched from the perspective
lighting significant research potential in this field. The current
of word-of-mouth information quality and added consumers’
impulsive buying behavior literature review focuses on online
social psychological distance to study the impact of word-of-
impulse buying (Abdelsalam et al., 2020; Bashar et al., 2022; Chan
mouth on trust. Finally, it was discovered that the relationship
et al., 2017). Besides, a limited number of studies on impulsive
between information quality and trust is mediated by social
buying behavior have employed meta-analysis (lyer et al., 2020;
psychological distance. Furthermore, Hidayanto et al. (2017)
Zhao et al., 2022).
examined the factors influencing consumers’ intention to
Nevertheless, current research overlooks a comprehensive
participate in online group buying. Their research found that
exploration of traditional impulse buying from a temporal per-
electronic word-of-mouth significantly affects information search
spective and lacks a visual analysis perspective. Therefore, more
and trust. So far, the research on these two keywords is still in the
investigations are necessary in this field. This study provides an
development stage in this area, and future research is suitable for
objective and comprehensive review of this knowledge area by
adding more social psychology theories to support it.
exploring the history and future trends of the impulse buying topic
Then, regarding the keyword “technology”, in 2012, it became
using CiteSpace software. The data, derived from the WoS Core
a popular word related to impulse buying, as Fig. 9 presented. The
Collection, spans the period from 1967 to September 30, 2023.
technology mentioned here consists of three components: first,
the continuous change of the website has brought about
technology upgrades. Second, technology products, such as apps Discussion. Based on our country’s collaboration network, Chi-
and virtual reality, are prominent in the new era. Third, research na’s publication volume (including Taiwan) is 1.38 times that of
on interdisciplinary new technology combined with Impulse the United States. However, one literature article shows that the
Buying. The following chapters will elaborate on the literature number of articles published in China is 2.88 times that of the
review from these three aspects. The first is about website United States (Bashar et al., 2022). The conclusions drawn in this
technology. Based on the research of Wu et al. (2016, the results article are approximately twice those of this study.
reveal that two critical factors, technology use, and trust beliefs, Likewise, the country distribution pie chart shown in another
are necessary for online impulse buying. Similarly, Kimiagari and article (Kathuria and Bakshi, 2024) reveals that the number of
Asadi Malafe, (2021) integrated the Technology Acceptance articles published by China is over twice that of the United States.
Model (TAM) into the SOR model and looked into the The difference in the proportion of quantities is because these two
connection between cognitive and affective reactions to internal articles focus on online impulse buying and the setting year after
and external stimuli and impulse buying behavior based on social 2000. Thus, we deduce the following conclusion from the
media. The second is for technological products. Chang and previously mentioned points: Over the past twenty years, China
Tseng (2014) think that modern technological advancements has experienced faster development in online impulse purchase
(such as apps) allow e-retailers to provide clients with more research than the United States.
practical and user-friendly online locations, giving consumers However, the United States has a longer history of offline
more choices and increasing their likelihood of impulse impulse buying, which has provided a solid foundation for early
purchasing online. Saffari et al. (2023) took metaverse shopping research in this area. Furthermore, the population base is an
as the background, then applied the role of emotion and essential factor driving impulse buying research. India and China,
cognition to the dual process, discussed through the electro- the two most populous countries in the world, have seen rapid
encephalography method, and the distinction between planned development in this field. In the author collaboration network,

the top-ranked author, Umair Akram, is consistent with the and Ferrell, 1998). The top three articles with the latest literature
author’s ranking in the online impulse buying literature review strength are centered around impulse buying behavior on social
research (Bashar et al., 2022). platforms. Among the two articles published in the latest
Conversely, most of the top 10 authors in this study are from outbreak year, one starts from the perspective of trust belief
China. Umair Akram mainly studies impulse buying in China. He and technology use to create a new model to examine the impulse
classified traditional impulse buying behavior and online impulse buying behavior of the whole population (Wu et al., 2016). The
buying behavior. Bharadhwaj Sivakumaran mainly studies other article is a comparative study of impulse buying through
impulse buying in India. He thinks outside the box and explores online and offline channels (Aragoncillo and Orus, 2018). Second,
impulse buying from the service and store environment the time-zone keyword figure helps researchers understand the
perspective. Notably, the authors ranked 4-7 are also from Indian latest factors that trigger impulsive buying behavior, related
institutions. According to the institution collaboration network, theories, models, and cutting-edge trends. For example, the dual-
the United States, China, and India are the top three countries. As system theory can examine impulsive purchasing from two
for cooperation between institutions, two groups of institutions angles: promotion and inhibition. Consumer need is the
have more connections. One group is the Hong Kong Polytechnic facilitator and self-control is the inhibitory factor. Furthermore,
University, the Great Lakes School of Management, and the needs can be divided into value level and interpersonal
Beijing Institute of Technology. The other group is Florida State interaction level. On the one hand, value-level needs can be
University and Kyung Hee University. Other institutions’ explored in conjunction with the theory of consumption values.
relationships are relatively scattered, consistent with the country’s On the other hand, interpersonal interaction level can be
collaboration network’s top three ranks, which include the United combined with social psychology theory and the five-factor model
States, China, and India, which are also more prominent in terms of personality. This is similar to the article about a systematic
of authors and institutions involved in impulse-buying research. literature review of impulse buying, which also highlights the Big
Therefore, future scholars should explore the similarities and Five model and flow theory (Redine et al., 2023), like our research.
differences in impulse-buying behavior between China and India However, our article suggests that personality traits can be divided
due to their similar population sizes. Additionally, comparing the into different levels—lower-order, mid-order, and higher-order
differences in impulse-buying behavior between the United States traits- for further research. In addition, the emerging part of the
and these developing countries would also be valuable. Thus, this future is centered on “technique,” which can start from three levels
study recommends stronger international collaboration to estab- of direction. In addition, the future emerging part centers on
lish a more extensive research network in this area. “technique,” which can start from three levels of direction. The first
Next, this study conducted an in-depth analysis based on co- level is the technical upgrade brought about by continuous website
citations from the perspectives of clusters, authors, and journals. changes, which indicates that the variables related to the website
First, clusters based on the co-citation articles are special content should be considered. This point is also partially consistent with the
that distinguishes the current study from other literature reviews perspective of an article doing a meta-analysis on online impulsive
in this field. These clusters reflect the times’ changes (e.g., buying (Zhao et al., 2022). Readers can glean insights from this
COVID-19), social platforms and their extensions (social plat- article’s examination of website-related variables for expansion.
forms, live shopping), and consumer impulse buying factors, such Another level of exploration pertains to technology products such
as subjective well-being, brand attachment, and flow experience, as virtual reality and other technological advancements. Scholars are
which add more cause variables for online impulse buying (Zhao encouraged to integrate new-era technological products, like the
et al., 2022). Second, the author co-citation network allows metaverse, with impulse purchases in novel scenarios. Additionally,
readers to find relevant theories and research foundations from there’s a call for research on interdisciplinary approaches that
the works of different authors. For instance, STERN H is the combine new technology with impulse buying. For instance, an
founder of impulse buying theory, and he divided impulse buying article by Xiao and Nicholson (2013) conducts a systematic review
into four types. KACEN JJ researched how cultural differences of a multidisciplinary cognitive-behavioral framework of impulse
affect impulsive purchases. Third, regarding journal co-citations, buying, synthesizing insights from multiple disciplines to explore
according to the journals in the research of Bashar et al. (2022), the antecedents of impulse buying. However, it’s suggested that
our research added high-quality journals, such as the Journal of researchers incorporate techniques from other disciplines to
Consumer Research, Journal of Retailing, Journal of Marketing, enhance their exploration of impulse buying.
Journal of Consumer Psychology, Psychology & Marketing, and Moreover, this study enhances readers’ comprehension of the
Journal of the Academy of Marketing Science, which recom- current landscape of impulse buying research. By integrating
mended to readers. Some of these journals are based on the current literature and keyword trend figures over time zones with
integration of psychology and marketing disciplines. theoretical models, the study offers a roadmap for future research
Concisely, this research expands the content on the latest social directions. Furthermore, it provides effective strategies tailored to
platforms and buying causes factors in this field by summarizing the perspectives of market managers, consumers, industry
and categorizing ways. Meanwhile, the current study encourages stakeholders, and researchers—covering management policies,
scholars to start from classic theories and provide new research impulse control, marketing strategies, and research methodologies.
angles for researchers to explore impulse buying behavior deeply. These insights empower market managers and consumers to
For instance, scholars can apply categorical and comparative mitigate impulsive buying tendencies. Consumers can reflect on
thinking, such as classifying impulse buying into four different factors contributing to impulsive purchases and the influence of
types or classifying cultures to create more innovation on the popular social platforms to avoid excessive buying. For marketing
background of social platforms in this field. planners, understanding the psychological theories and models
Finally, regarding the emerging trends of impulsive buying behind impulsive consumer behavior can inform strategies to
behavior, this paper includes articles with the highest number of boost sales legally and ethically. Finally, researchers can draw
citations and trends in keywords over time zones. First, it is about inspiration from this study to explore various perspectives, linking
the highest number of citation articles; it not only supplements offline impulsive buying behaviors to theoretical foundations and
the latest and high-quality reference articles to the existing review conducting innovative research based on current trends.
literature research (Bashar et al., 2022) but also provides classic Hence, this study significantly contributes to the analysis of
articles covering the precursor model of impulse buying (Beatty impulse buying behavior. By systematically analyzing 704 articles

published on WoS, it provides a clear overview of the current relations. Environ Sci Pollut Res 28:32282–32298. https://doi.org/10.1007/
research status of impulse buying, presented chronologically from s11356-021-14224-7
a visual perspective. The research expands beyond the study of Abdelsalam S, Salim N, Alias RA, Husain O (2020) Understanding online impulse
buying behavior in social commerce: a systematic literature review. IEEE
online impulse buying, addressing offline impulse buying and Access 8:89041–89058
filling gaps in existing literature. Specifically, it offers an in-depth Ahmed RR, Streimikiene D, Rolle JA, Duc PA (2020) The COVID-19 Pandemic and
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country distribution, highlighting impulse buying as a thriving Ahn J, Lee SL, Kwon J (2020) Impulsive buying in hospitality and tourism journals.
area of research. Additionally, the study elaborates on the most Ann Tour Res 82:102764. https://doi.org/10.1016/j.annals.2019.102764
Akram U, Hui P, Khan MK, Hashim M, Saduzai SK (2017) Impulsive buying: a
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comparative analysis. Through keyword time zone analysis, the Akram U, Hui P, Khan M, Yan C, Akram Z (2018) Factors affecting online impulse
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Limitations and future scope. Although this work uses CiteSpace https://doi.org/10.1108/APJML-04-2017-0073
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Knowledge mapping of impulsive buying behavior

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articles in Malaysia does not exceed 30, its centrality is 10 times

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Cross-country comparison, new-style social platforms, and new

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top 10 researchers according to citation counts. With 415 cita-

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DV is an Associate Professor at Eastern New Mexico University. She

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Table 8 Top twenty-six references by the number of citations.

References Strength Duration 1967–2023

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