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What drives consumers to buy in live streaming commerce? a systematic literature review
Date Issued
2024
ISSN
2409-2665
Citation
Journal of Logistics, Informatics and Service Science, 2024, vol. 11(2), pp. 464-486.
Type
Peer Reviewed Journal Article
Abstract
Live streaming is attracting a growing audience and is becoming an integral part
of people’s lives. The literature on live streaming commerce has seen a surge in studies
since the phenomenon emerged in the past few years. This study systematically reviews
existing literature on live streaming commerce from the perspective of consumer behavior.
Thirty-five papers published between 2015 and 2022 are analyzed to uncover the factors
influencing consumer decisions and engagement with live streaming for shopping. The key
factors are categorized as internal (consumer characteristics and psychology) and external
(platform, product, streamer, social). Key findings suggest that live streamer credibility and
interaction play a significant role in building consumer trust and influencing purchase
intentions. Additionally, self-congruity with the streamer enhances engagement. The study
identifies research gaps related to the impact of real-time interactivity, streamer-viewer
relationships, and cultural contexts. It offers insights into consumer behavior theories and
strategies for designing engaging live shopping experiences.
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