Future research directions on online compulsive buying will use a hybrid review approach.

Abstract

This study aimed to identify the theories, methodologies, variables, tools, and techniques used in online compulsive buying research through a systematic and bibliometric review of online compulsive buying. Moreover, it provides an up-to-date overview of this topic and develops a future research agenda for scholarly research. Previous studies focused on Stimuli-Organism-Response, Stimuli-Response, and planned behavior theories. The review collected 195 articles based on psychology, arts and humanities, business management, and social science from Scopus, Google Scholar, Mendeley, and PubMed. Those 148 articles had excluded duplication, non-relevancy, and other languages than English. Only 47 articles had included for final review. Content analysis and citation analysis were conducted through VOS viewer to identify vital variables like anxiety, self-esteem, self-control, and highly cited articles and authors. The demographic profile maximum focused on women, the adult category, and previous research conducted on games, foods, and fashion-related products. China, Australia, and the US are primarily covered in previous studies and a few cross-cultural studies in the student’s category. This review could fill up the research gap, as it adopts the variables of social media usage, deals, online shopping behavior, and psychological factors. It also focuses on men and women, electronics, cosmetics, books, and further research on cognitive learning theory and the theory of attitude change.