Live Streaming Commerce: A Systematic Review and Implication for Future Research

The popularity of live streaming commerce has developed extensively during the recent few years, making live streaming commerce a popular marketing channel for companies and thereby attracting more and more industrial and academic attention. However, the scholarly work on live streaming commerce remains partial and fragmented. Thus, a comprehensive and thorough overview of this topic is needed. Therefore, this paper identified the key themes and concepts by conducting a systematic literature review. The analysis of 45 high-quality peer-reviewed academic journal articles provided a thorough understanding of the topic, summarising and analysing the mechanisms underlying live streaming commerce. Based on the analysis, the main definitions and theories related to live streaming commerce were identified, and three main research themes were presented. Based on this research, future studies should explore more diverse topics about live streaming commerce.