Exploring the Phenomenon of Live Streaming Commerce and Impulsive Buying: A Decade of Systematic Review and Bibliometric Analysis
Abstract
Live streaming commerce (LSC) has emerged as an innovative form of digital commerce that integrates live broadcasting, real-time interaction, and online transactions within a single digital ecosystem. Over the past decade, LSC has fundamentally transformed how consumers interact with products, sellers, and platforms, particularly by intensifying impulsive buying behavior. Despite the rapid growth of scholarly attention to LSC and impulsive buying, existing studies remain fragmented, employing diverse theoretical perspectives and methodological approaches without sufficient integration. This fragmentation limits a comprehensive understanding of the intellectual structure, thematic evolution, and future research directions in this field. This study aims to synthesize and systematically map the literature on live streaming commerce and impulsive buying by combining a systematic literature review (SLR) with bibliometric analysis. Data were collected from the Scopus database following the PRISMA guidelines, resulting in a final sample of 771 journal articles published between 2016 and 2025. Bibliometric analysis was conducted using VOSviewer to examine publication trends, country and institutional contributions, author collaboration networks, leading journal outlets, and the thematic structure of the literature based on keyword co-occurrence. The findings reveal a steady and substantial growth of research on LSC and impulsive buying, with a strong concentration of contributions from Asian countries. Thematic analysis indicates that impulsive buying is the dominant behavioral outcome, with purchase intention acting as a bridging construct, while social presence and trust emerge as key mechanisms explaining consumer responses in live streaming environments. This study contributes by providing an integrated synthesis of the literature, identifying theoretical and methodological gaps, and proposing a structured agenda for future research on live streaming commerce and digital consumer behavior.
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