Customer purchase prediction in B2C e-business: A systematic review and future research agenda

Customer purchase prediction is increasingly recognized as a crucial marketing strategy in B2C e-business, promising enhanced business profitability and customer satisfaction. Although this topic has attracted substantial interest from both academics and practitioners, there remains a scarcity of comprehensive systematic reviews and clearly defined future research agendas. To fill the research gap, this study utilizes bibliometric and thematic analyses to examine 98 articles on customer purchase prediction in B2C e-business published from 1995 to 2023. The bibliometric analysis reveals a rapid evolution and growing focus within the field, and the thematic analysis uncovers the research focus of existing studies, identifying key thematic clusters. Furthermore, this study discusses key takeaways and their implications, providing valuable insights to guide further research in this area. This study contributes to highlighting the development of the existing research, identifying research focuses, presenting major thematic clusters with detailed content analysis, and clarifying potential knowledge areas for future researchers. These insights, along with a summary of dominant methodologies, equip practitioners and scholars with essential knowledge to further explore customer purchase prediction in B2C e-business.