Two Decades of M-Commerce Consumer Research: A Bibliometric Analysis Using R Biblioshiny

Abstract

The aim of this study is to consolidate the state of mobile commerce consumer research from 2001 to 2022. Based on a systematic literature review employing a bibliometric technique, this study not only reports the significant contributions of authors and their affiliations but also discusses the evolution of m-commerce research over the last two decades. Examination of annual production trends revealed that publications were on the rise all along; the year 2022 clocked the highest number of publications (53 documents), which further reinforces that the research on this domain is in its blooming season. China is the most contributing country in terms of the number of publications and citations received, followed by the USA. The author Keng-Boon Ooi has been the most productive researcher; his studies continue to be the foundation on which m-commerce consumer research continues to thrive. The analysis of scientific mapping revealed that, although many studies were carried out on mobile commerce adoption intention, the focus of the researchers lately shifted towards studying continuous use intention (since 2018). Further, it was observed that the base theory, the Technology Acceptance Model, which has been widely used for determining antecedents of technology adoption intention, is losing its significance and is being overtly replaced by the Unified Theory of Acceptance and Use of Technology. While the topics “trust, loyalty, satisfaction, mobile banking, UTAUT, continuance intention, perceived enjoyment, and COVID-19” were identified as mother (engine) themes, the keywords “privacy, self-efficacy, social influence, TAM, attitude, and intention to use” became diminishing themes. The following topics have been identified as emerging themes: “Mobile social commerce, Mobile payment, Mobile marketing, Omnichannel, Fintech, and Live streaming commerce”. This study provides useful insights to potential researchers.