DIGITAL CONSUMER BEHAVIOR: A SYSTEMATIC LITERATURE REVIEW

Abstract

Digital consumer behavior is a marketing field that examines consumers' behavior in online environments on digital platforms. In this study, a systematic literature review method was employed, involving the search for the keywords "digital consumer behavior" and "digital consumer behaviour" within the titles, abstracts, and keywords of publications in the Web of Science (WoS) database. The research findings indicated that, in terms of methodological approaches, empirical studies outnumbered conceptual studies in the articles reviewed. The gaps in the field were discussed, and it was observed that internet search habits, online shopping trends, mobile application usage, and online content consumption came to the fore. The study investigates digital consumer behavior and the associated research comprehensively, analyzing the existing literature in this area. It is a pioneering study that conducts a systematic literature review on digital consumer behavior.

Keywords

• Web of Science, Systematic Literature Review, Digital Consumer Behavior.