Research Hotspots and Evolution in the Field of Jewelry Marketing: A Bibliometric and Knowledge Mapping Analysis
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摘要:
本文选取Web of Science核心数据库中2010-2024年间收录的644篇相关文献,应用CiteSpace文献计量工具,探讨珠宝营销领域的研究热点和演进路径。从多个维度进行可视化分析,如年发文量趋势,关键词共现,聚类特征、机构,作者和国家合作网络,共引文献等。研究发现:珠宝营销领域的研究热点主要经历了三个阶段:2010-2014年,研究集中于消费者健康权益保护与行业法规影响,探讨珠宝材料安全性及其对市场信任度与品牌声誉影响的关联性;2015-2019年,研究重点逐渐转向消费者行为与品牌价值分析,如名人效应或品牌价值对消费者购买意愿的影响;2020-2024年,数字营销与可持续发展成为研究主流,直播电商、电子口碑及绿色珠宝设计引发广泛关注。本文揭示了珠宝营销领域从健康安全到数字化转型的研究路径,表明数字化技术与可持续理念将在未来发展中占据核心地位,为国内学者探索新的研究视角和珠宝行业创新发展提供理论支持。
Abstract:To explore the research hotspots and evolution paths in the field of jewelry marketing, this study selected 644 related articles from the Web of Science Core Database published between 2010 and 2024. Using CiteSpace for bibliometric analysis, the study visualized data across dimensions such as annual publication trends keyword co-occurrence, clustering characteristics, institutional and national collaboration networks, author partnerships, and co-citation analysis. The findings revealed three main phases in the evolution of research hotspots in the jewelry marketing field: from 2010 to 2014, studies focused on consumer health rights protection and the impact of industry regulations, specifically exploring the correlation between jewelry material safety and its effects on market trust and brand reputation; from 2015 to 2019, research shifted to consumer behavior and brand value analysis, such as the impact of celebrity endorsements or brand value on consumers' purchase intentions; and from 2020 to 2024, digital marketing and sustainability became mainstream topics, with live e-commerce, electronic word-of-mouth (eWOM), and green jewelry design attracting extensive attention. This study highlights the research trajectory of the jewelry marketing field from health and safety to digita transformation, suggesting that digital technologies and sustainability will play a central role in future development. The findings provide theoretical support for domestic scholars exploring new research perspectives and for the innovative development of the jewelry industry.
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Keywords:
- jewelry marketing /
- research hotspot /
- CiteSpace /
- bibliometrics /
- knowledge mapping
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表 1 2010-2024年珠宝营销研究领域被引量前5名文献
Table 1 Top 5 cited literatures in the field of jewelry marketing research from 2010 to 2024
序号 文章标题 发表年度 被引频次/次 作者 1 Nickel allergy and allergic contact dermatitis: A clinical review of immunology, epidemiology, exposure, and treatment 2019 184 Ahlström M G, Thyssen J P, Wennervald M, Menne T, Johansen J D 2 The catch-22 of responsible luxury: Effects of luxury product characteristics on consumers’ perception of fit with corporate social responsibility 2014 148 Janssen C, Vanhamme J, Lindgreen A, Lefebvre C 3 Shopping behavior of Chinese tourists visiting the United States: Letting the shoppers do the talking 2012 62 Xu Y, Mc Gehee N G 4 A spot test for detection of cobalt release-early experience and findings 2010 24 Thyssen J P, Menné T, Johansen J D, Lidén C, Julander A, Moller P, Jellesen M S 5 Selling to conspicuous consumers: Pricing, production, and sourcing decisions 2012 168 Tereya${\rm{\tilde g}}$o${\rm{\tilde g}}$lu N, Veeraraghavan S -
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