Mapping Cross Buying Research in Digital Services: A Bibliometric Analysis of Trends, Themes, and Future Research Directions

This study aims to map the development of literature on cross-buying in digital services by identifying publication trends, thematic clusters, and the structure of relationships between research topics. The approach used was bibliometric analysis utilizing publication data obtained through Publish or Perish software from the Crossref database. The search process used three main keywords: Cross-buying behavior, Digital service adoption, and Customer purchase intention, with 1,000 publications each, resulting in a total of 3,000 documents analyzed. The obtained bibliographic data was then processed and visualized using VOSviewer software through keyword co-occurrence analysis to produce network visualizations, overlay visualizations, and density visualizations. The results show that the structure of the literature on cross-buying in digital services forms three main clusters: the digital service adoption cluster, the consumer behavior and purchase intention cluster, and the research methodology cluster. Keywords such as purchase intention, adoption, product, and service emerged as dominant topics in the research network. The trend analysis shows the development of research topics from an initial focus on consumer behavior to integration with digital technology and digital service transformation. Furthermore, the density visualization shows that topics related to purchase intentions and digital service adoption have the highest occurrence rates in the literature. Overall, this study provides a systematic mapping of the development of cross-buying research in digital services and demonstrates the link between consumer behavior, digital technology adoption, and digital service strategies in the academic literature.