The impulse buying in the live streaming economy: A systematic literature review

While existing research has examined the dynamics between live streamers and online consumers, proposing various marketing strategies, a comprehensive and systematic analysis of impulse buying determinants within this context remains underdeveloped. To address this gap, this review employs the Theories, Contexts, Characteristics, and Methods (TCCM) framework to synthesize 39 high-quality journal articles. The analysis reveals that prevailing literature predominantly investigates the influence of live streamers, product attributes, and platform features, often utilizing the stimulus-organism-response (S-O-R) paradigm. Furthermore, the extant body of work is notably concentrated on the Chinese live-streaming market, with a secondary focus on Malaysia and Vietnam, reflecting the rapid adoption of this economic model across Asia. This synthesis consolidates current knowledge and identifies underexplored factors influencing impulsive consumption in live streaming commerce.