Bibliometric Mapping of Research on Purchase Intention (2020-2025): Trends, Networks, and Perspectives

Abstract

This study presents a bibliometric mapping of the scientific literature on purchase intention between 2020 and 2025, combining performance analysis and science mapping using Excel and VOSviewer (co-occurrence, co-authorship, and bibliographic coupling). Based on a corpus of 255 publications extracted from the Scopus database, five key thematic axes emerge: (a) emotional factors and affective engagement, (b) trust, credibility, and social influence, (c) sustainable marketing and ethical purchase intention, (d) technological approach and algorithmic personalization, and (e) cultural diversity and generational differences. The results reveal a growing scientific output from 2021 onward, largely driven by Asian and North American contributions, with academic collaborations still relatively fragmented. The analysis shows a shift from traditional behavioral models toward more interdisciplinary approaches incorporating sociotechnical, cultural, and ethical dimensions. This study provides an overview of the current dynamics of the field and outlines future research directions on the drivers, barriers, and contextual moderators of purchase intention in a rapidly evolving consumer landscape.