THE INTELLECTUAL STRUCTURE OF ONLINE SHOPPING RESEARCH: AUTHOR CO-CITATION ANALYSIS

Abstract

This study was conducted to investigate the intellectual structure of the online shopping field in the last decade using co-citation analysis. The citations were obtained from the database of WOS (World of Science), and articles (authors) were used as the units of analysis. Based on the results, this research revealed the main categories in the field of online shopping and the relationships between the subfields of research subjects and among authors and identified the authors who play a central role in the conceptual domains of online shopping. This research outlines the intellectual structure of the field of online shopping and its development trends. It also provides details about the influence of individual authors and the evolving structure of this research field over time.