UNDERSTANDING LIVESTREAMING SHOPPING: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.61942/msj.v3i4.488Keywords:
livestreaming shopping, publish or perish, literature review, VOSviewerAbstract
Livestreaming presents itself as a new form of shopping environment that stimulates potential consumers in making stimulated shopping decisions. This paper aims to review the development of research related to livestreaming shopping using computational bibliometric analysis. Publish or Perish software was used to obtain literature data using the keyword "livestreaming shopping" and selecting a search database on Google Scholar with a time limit used for the last 10 years (2014 to 2024). The initial data search results were 457 articles, then filtered by removing documents deemed less relevant to the specified keywords/titles. The results show that livestreaming shopping research can be divided into two terms, namely live commerce and livestreaming shopping. The results of the analysis of livestreaming shopping publications in the last 10 years show an increase in the number of publications each year. The highest number of publications was in 2024 with 114 articles and the smallest publications in 2014 with 10 articles. This bibliometric analysis provides a summary and potential avenues for future livestreaming shopping research, as suggested by the findings
Downloads
References
Al Husaeni, DF, & Nandiyanto, ABD (2022). Bibliometric Computational Mapping Analysis of Publications on Mechanical Engineering Education Using Vosviewer. Journal of Engineering Science and Technology, 17(2), 1135–1149.
Busalim, A., Fox, G., & Lynn, T. (2022). Consumer behavior in sustainable fashion: A systematic literature review and future research agenda. International Journal of Consumer Studies, 46(5), 1804–1828. https://doi.org/10.1111/ijcs.12794
Camilleri, M. A., & Falzon, L. (2021). Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing - ESIC, 25(2), 217–238. https://doi.org/10.1108/SJME-04-2020-0074
Chen, C. Der, Zhao, Q., & Wang, J. L. (2022). How livestreaming increases product sales: role of trust transfer and elaboration likelihood model. Behavior and Information Technology, 41(3), 558–573. https://doi.org/10.1080/0144929X.2020.1827457
Chong, H.X., Hashim, A.H., Osman, S., Lau, J.L., & Aw, ECX (2023). The future of e-commerce? Understanding livestreaming commerce continuity usage. International Journal of Retail and Distribution Management, 51(1), 1–20. https://doi.org/10.1108/IJRDM-01-2022-0007
Fahruri, A., Rusmanto, T., Warganegara, DL, & Tjhin, VU (2024). Mapping the Research Landscape of Robo Advisor Adoption: A Bibliometric Analysis. Journal of Systems and Management Sciences, 14(1), 27–49. https://doi.org/10.33168/JSMS.2024.0103
Fei, M., Tan, H., Peng, X., Wang, Q., & Wang, L. (2021). Promoting or attenuating? An eye-tracking study on the role of social cues in e-commerce livestreaming. Decision Support Systems, 142. https://doi.org/10.1016/j.dss.2020.113466
Fergnani, A. (2019). Mapping futures studies scholarship from 1968 to present: A bibliometric review of thematic clusters, research trends, and research gaps. Futures, 105, 104–123. https://doi.org/10.1016/j.futures.2018.09.007
GoodStats. (2023). Conversion Rate of Companies Implementing Live Streaming in Indonesia. googstats.id/infographic/livestreaming
Hendrayati, H., Kurnia, D., Sukmayadi, V., Marimon, F., Denan, Z., Hendri, M., & Alwie, AF (2024). Enhancing Women Entrepreneurs' Competitiveness in the Livestreaming Age. GATR Journal of Business and Economics Review, 9(2), 95–101. https://doi.org/10.35609/jber.2024.9.2(2)
Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67. https://doi.org/10.1016/j.chb.2018.02.013
Liu, Y., & Wang, Y. (2023). The Impact of Online Celebrities Live Streaming on Consumers' Purchase Intention. In BCP Business & Management IMIM (Vol. 2022).
Liang, X., Mohd Hirwani Wan Hussain, W., & Salem, M. R. M. (2025). Mapping the digital silk road: Evolution and strategic shifts in Chinese social media marketing (2015–2025). Cogent Business & Management, 12(1), 2546086. https://doi.org/10.1080/23311975.2025.2546086
Lu, B., Wu, D., & Zhao, R. (2022). An investigation into factors influencing individuals' gifting intention in live streaming: a streamer–content perspective. Journal of Electronic Business & Digital Economics, 1(1/2), 90–110. https://doi.org/10.1108/jebde-04-2022-0007
Lu, B., Li, G., & Ge, J. (2025). Effects of streamer effort and popularity on livestream retailing performance: A mixed-method study. Electronic Commerce Research, 25(4), 2553–2583. https://doi.org/10.1007/s10660-023-09757-7
Nadroo, Z. M., Islam, J. U., & Naqshbandi, M. A. (2025). Parasocial Interaction in Marketing Domain: Offering Insights Through a Systematic Literature Review. International Journal of Consumer Studies, 49(4), e70079. https://doi.org/10.1111/ijcs.70079
Pham, V. K., Pham Thi, T. D., & Duong, N. T. (2024). A Study on Information Search Behavior Using AI-Powered Engines: Evidence From Chatbots on Online Shopping Platforms. Sage Open, 14(4), 21582440241300007. https://doi.org/10.1177/21582440241300007
Rakhmanita, A., Hurriyati, R., Disman, D., & Hendrayati, H. (2023). FUTURE RESEARCH DIRECTION ON BRANDED APPS: A BIBLIOMETRIC ANALYSIS. In Journal of Engineering Science and Technology Special Issue on (Vol. 18, Issue 3).
Shen, H. , Z. C. , FDXF and B. D. (2022). The Effect of Hotel Livestreaming on Viewers' Purchase Intention: Exploring the Role of Parasocial Interaction and Emotional Engagement.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ani Rakhmanita, Arief Fahruri, Muhammad Ikhsan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
