A bibliometric analysis of customer loyalty factors in streaming commerce utilizing VOS viewer and R Studio

Abstract

This study aims to examine customer loyalty as a critical factor in live streaming commerce, identifying key antecedents, consequences, and thematic trends to enhance understanding of consumer behavior in this rapidly evolving sector [1]. A bibliometric analysis was conducted using VOS Viewer and RStudio, leveraging data from 36 peer-reviewed articles sourced from the Web of Science (WoS) database (2015–2025). The methodology involved co-citation, co-authorship, and keyword co-occurrence analyses to map the intellectual structure of the field [2]. The analysis reveals a publication peak in 2021–2022, driven by the COVID-19 pandemic, with a decline in 2023 indicating thematic saturation. Leading journals include Frontiers in Psychology (28–30 articles) and the Journal of Retailing and Consumer Services (20 articles), with China-based institutions dominating contributions [3, 4]. The study underscores the multifaceted nature of customer loyalty in streaming commerce, highlighting trust, interactivity, and professional streamer behavior as key to fostering long-term consumer relationships. Emerging research gaps in niche areas like ethics and sustainability offer avenues for future exploration [5].