BIBLIOMETRIC ANALYSIS: RESEARCH TRENDS ON ELECTRONIC WORD OF MOUTH, LIFESTYLE, DISCOUNTS, AND PRICE PERCEPTION TOWARDS IMPULSIVE BUYING BEHAVIOR IN ONLINE SHOPPING AMONG GENERATION Z
Keywords:
Electronic word of mouth, lifestyle, discounts, price perception, impulsive buying, Generation ZAbstract
Information technology's explosive growth has permeated many industries, including shopping. People's busy lives and the advancement of internet technology have made it unnecessary for people to leave their homes to shop for their needs, including Generation Z. Various variables also influence their decisions in choosing the desired products, which has led to the emergence of many studies to investigate what variables influence online shopping decisions. This study aims to investigate research trends, research gaps, and to see the opportunities and novelty of research related to the influence of impulsive buying among Online shopping by Generation Z, with a focus on e-wom, lifestyle, discounts, and price perception . This study uses a bibliometric analysis with data taken from Google Scholar with a research range between 2019-2024, and assisted by VOSviewer software
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References
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