A Bibliometric Analysis of Airline Consumers’ Purchasing Behaviour in Digital Age

Due to the application of developments in information and communication technologies to business processes in air transportation, it has come to possess a consumer base that, like in other sectors, can plan their travels in the virtual environment as they wish. This has led to changes in consumer behaviour or consumption habits. This study aims to examine the purchasing behaviours of airline consumers in the digital age using bibliometric analysis methods through the existing literature. Within the scope of the bibliometric analysis technique, the science mapping analysis and performance analysis methods were utilized through the R-studio program's biblioshiny extension using the Web of Science database. The 93 results obtained were reduced to 68 as a result of exclusion criteria. East Asian universities are the most contributing universities. Journal of Air Transport Management (JATM) is the most productive journal. The most frequently used words are service quality, customer satisfaction, and loyalty. This finding explains the role of these three words in the formation of purchasing behaviour. In the relevant literature, it is observed that studies on the factors affecting purchasing behaviour or intention in air transportation are increasing. However, it is not known which of these variables stand out, which study has inspired other studies, or which study has been most frequently cited by other studies. This study fulfils an important gap from this perspective.