<![CDATA[The rapid expansion of digital technologies has fundamentally transformed consumer behavior, creating new forms of consumer experience while increasing the tendency toward spontaneous and impulse buying. The present study utilizes a bibliometric approach to explore the intellectual structure, evolution trends, and research orientations for consumer experience and impulse buying in the digital context. The data were obtained from the Scopus database. A total of 203 documents were obtained in the 1997-2026 period. The documents were analyzed by the PRISMA method and visualized using VOSviewer with co-occurrence and bibliographic coupling techniques. The study results show a significant growth phase with a substantial increase in the number of publications. The intellectual framework is divided into three main clusters: consumer behavior, digital technology and consumer experience. Latest research trends (emerging trends) were also found, such as live streaming, social influence and flow experience. This study contributes to the mapping of conceptual relationships in a more extensive manner and provides more integrative direction for the development of future research.]]>
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