Literature review on human-computer interaction research in marketing field under the background of big data: A bibliometric research through CiteSpace

Abstract:
Purpose: From the perspective of academic literature, this research analyzes and summarizes the research of human-computer interaction in the field of marketing. Through the analysis of the current development situation, we put forward suggestions for future academic research. Methodology: This research obtains relevant foreign literature from the Web of Science, uses scientific bibliometric methods through CiteSpace software to make analysis on the number of papers, authors, publishing journals and institutions, and puts forward the future development trend of human-computer interaction in the field of marketing through keyword co-occurrence analysis and cluster analysis. Finding: Through literature review, this research found that after 2019, relevant research has shown a rapid growth trend in recent years. Through keyword co-occurrence and cluster analysis, it shows that the research of human-computer interaction depends on the development of electronic information technology, and combined with users' personality differences and different perception, has become the key points of human-computer integration research. Intelligent immersive technology, anthropomorphic features of service robots, and diversification of interaction scenes will also become an important development direction of human-computer interaction research in the field of marketing in the future.