Article
Live Streaming Commerce and Consumer Behaviour: A Systematic Review of Emerging Digital Retail Dynamics
Purpose
Live streaming commerce has emerged as a transformative force in digital retail by integrating entertainment, real-time interaction, and instant purchasing functionalities within online shopping platforms. This systematic review examines the influence of live streaming commerce on consumer behaviour and synthesises existing scholarly literature to identify dominant theoretical perspectives, contextual trends, behavioural determinants, and methodological approaches shaping this evolving research domain.
Design/Methodology/Approach
The study adopts the PRISMA 2020 framework to ensure a transparent and systematic review process. Peer-reviewed studies published between 2017 and 2024 were collected from major academic databases including Scopus, Google Scholar, and SpringerLink. After applying inclusion and exclusion criteria, 80 studies were selected for detailed analysis. The selected literature was further examined using the TCCM framework (Theory, Context, Characteristics, and Methodology) to classify and evaluate prevailing research patterns.
Findings
The review identifies several major determinants influencing consumer behaviour in live streaming commerce environments, including perceived usefulness, perceived ease of use, perceived enjoyment, information quality, service quality, system quality, trust, pricing strategies, and product-related factors. The findings indicate that the Stimulus–Organism–Response (S-O-R) model, Technology Acceptance Model (TAM), Uses and Gratifications Theory, and Source Credibility Theory are among the most widely applied theoretical foundations. Existing studies are predominantly concentrated in East Asian economies, particularly China, and largely employ quantitative survey-based methodologies using analytical tools such as SPSS and PLS-SEM.
Originality/Value
This study contributes to the growing body of live streaming commerce literature by offering a comprehensive synthesis of consumer behaviour research through the integrated application of PRISMA and TCCM frameworks. The review highlights emerging digital retail dynamics, identifies theoretical and methodological gaps, and proposes future research directions related to cross-cultural analysis, long-term consumer behaviour, technological innovations, and ethical considerations in live commerce environments.