Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.11861/9582
Title: What drives consumers to buy in live streaming commerce? a systematic literature review
Authors: Dr. CUI Xiling, Celine 
Dr. LAW Chui Chui, Monica 
Dr. NG Chi Ho, Mark 
Dr. LAM Che Fai, Lubanski 
Issue Date: 2024
Source: Journal of Logistics, Informatics and Service Science, 2024, vol. 11(2), pp. 464-486.
Journal: Journal of Logistics, Informatics and Service Science 
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.
Type: Peer Reviewed Journal Article
URI: http://hdl.handle.net/20.500.11861/9582
ISSN: 2409-2665
DOI: 10.33168/JLISS.2024.0229
Appears in Collections:Business Administration - Publication

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