SOR Model of Consumer Behavior: Based on the Knowledge Map Analysis by CiteSpace

The development of information technologies and the emergence of e-commerce platforms have driven a new wave of research on consumer behavior, but the current literature is full of information, cross-disciplinary and complex, and the research lineage is not yet clear. This study explores the main hotspots, origins, and evolution of current research based on 291 core Chinese and English journals with the bibliometric visualization tool CiteSpace, which explains the connotation of consumption behavior from the SOR perspective. The study finds that consumer behavior research based on the SOR theory paradigm includes two categories of topics, consumer perception and brand building, and three evolutionary stages: the beginning, the early stage, and the prosperous stage. It composes a framework of consumer-brand interaction value co-creation. By building a theoretical library of consumer behavior based on the SOR perspective, this study clarifies the interaction pattern of consumer behavior, provides theoretical insights for the review research based on quantitative tools of literature, and provides a reference for enterprises to grasp the value proposition and improve marketing and service level.