GLOBAL TRENDS IN THE STUDY OF CONSUMER CHARACTERISTICS AND SUSTAINABLE DEVELOPMENT OF ONLINE SERVICES AND E-COMMERCE: BIBLIOMETRIC ANALYSIS

Martynenko Svyatoslav Vladimirovich

Consumers are aware of the rapid growth in online shopping and the development of online services, and demand concrete actions to improve the quality of consumer services and meet specific needs. Despite the growing interest in this topic, the status of research, development and structure of consumer behavior and sustainability in e-commerce research is not enough. This study aims to analyze the intellectual, conceptual and social knowledge about consumer behavior. Data from the articles was collected from the Scopus database and a bibliometric analysis was performed. The results show a strong connection between the topic and urban logistics, big data analytics, customer acquisition, market research, and the circular economy.

Keywords:consumer behavior, sustainability, e-commerce; bibliometric, online services.