What drives consumers to buy in live streaming commerce? a systematic literature review

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.