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26 June 2025
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19 July 2025
Published
5 August 2025
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Abstract

Studi ini bertujuan memetakan literatur ilmiah terkait e-commerce dan consumer behavior melalui pendekatan Systematic Mapping Study (SMS) berbasis data Scopus periode 2012–2025. Sebanyak 410 artikel dianalisis menggunakan VOSviewer dan RStudio untuk menjawab lima pertanyaan utama, yaitu tren publikasi tahunan, distribusi publikasi berdasarkan negara, jurnal sumber utama, penulis dan sitasi teratas, serta kata kunci tematik yang dominan maupun kurang diteliti. Hasil menunjukkan tren publikasi meningkat sebesar 16,76% per tahun, dengan kontribusi utama dari Tiongkok, Indonesia, dan Inggris. Trust, purchase intention, dan social commerce menjadi topik dominan, sementara impulse buyingdan e-commerce platform masih under-researched. Temuan ini memberikan peta ilmiah yang berguna bagi akademisi dan praktisi dalam memahami lanskap riset serta mengidentifikasi peluang penelitian lanjutan di bidang perilaku konsumen digital.


Kata kunci: bibliometrik, e-commerce, perilaku konsumen, scopus, systematic mapping study

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