BIBLIOMETRIC ANALYSIS OF CONSUMER INNOVATIVENESS WITH VISUAL MAPING TECHNIQUE

Abstract

In the study, “Consumer Innovativeness” were examined scientific publications produced with bibliometric analysis method between the years 1980-2018, after that were illustrated with visual mapping technique. In this context, the study offers the possibility of evaluating consumer innovativeness literature from a holistic perspective. In order to evaluate the current research trends in the literature on consumer innovativeness, bibliometric analysis was applied. On the other hand, it is possible to characterize the mapping method that emphasizes visuality, such as a projection, as a tool that enables the visualization of important resources in the field. In this respect, the sample of the research consists of scientific publications accessed from the Web of Science database. In order to perform visual network analysis, VOSviewer (version 1.6.9) package program was used.