Hotspots and Frontiers of Chinese Consumers' Online Shopping Willingness - Visualization Analysis of Bibliometrics Based on CSSCI (2005-2019)

Abstract

In order to objectively reflect the development status and hotspots of research on consumers' online shopping willingness, this article uses the relevant literature included in CSSCI as a data source, and uses Citespace software to visually analyze research results related to consumers' online shopping willingness. The main authors and institutions, research hotspots and the frontiers of the context are discussed. It is found that the research on consumers' online shopping willingness is currently in the development stage, which mainly focuses on the hot topics such as perceived risk, perceived value, trust, and on the cutting-edge content such as online shopping willingness of fresh produce and e-commerce marketing models.