Exploration of E-Commerce Research: A Bibliometric Analysis

Abstract

Electronic commerce is one of the technological tools that emerge as a response to the globalization phenomenon and society's high demand for more competitive companies. Many studies have addressed e-commerce from multiple perspectives and approaches. This study examines the field of electronic commerce knowledge through a bibliometric analysis, mainly embracing technology diffusion, adoption, and acceptance of a Scopus database comprising 226 articles from 2000 to 2020. To analyze the data, we used quality indicators, scientific impact, and structural elements. The results show that, although there is progress in research on electronic commerce, many of the issues addressed and methodologies used are still the objects of study in different countries.

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“…It identifies key authors and articles that are widely cited, and divides the application of AI in B2B marketing innovation into five areas, providing an overview of current trends and identifying future research directions. Felipe Escobar Ruiz (2021) undertook a bibliometric analysis of 226 articles in the Scopus database between 2000 and 2020. The study assesses the progress of e-commerce research, focusing on the diffusion, adoption, and acceptability of the technology.…”