The commercial impact of live streaming: A systematic literature review and future research agenda

Abstract

Live streaming allows streamers and viewers to watch, create, and share videos in real time on topics from gaming, shopping, and social channels to tourism and entertainment. It is distinct from earlier forms of social media in that it allows for real‐time interaction and is extremely synchronous. That makes live streaming an important new area of enquiry. Yet live streaming platforms, streamers, and scholars lack an informed structure from which to build more holistic understanding and strategy. Following the theory–context–characteristics–methodology framework, we undertake a framework‐based systematic literature review of 89 articles to source, review, and synthesize disparate findings in the arena of live streaming and live streaming commerce users' motivation and interactions. A dual stimulus–organism–response integrative framework is developed to further explore the characteristics of interaction and motivation factors. A future research agenda highlights areas of research focus that are critical next steps for scholars.

How social and media cues induce live streaming impulse buying? SOR model perspective

“…Many studies emphasize affective factors as the drivers for impulse buying but deny the direct effect of cognitive factors ( Zheng et al, 2019 ; Zhang et al, 2022a ). Similarly, among the existing studies on live streaming business strategy, more research emphasizes the mediating role of emotional states, and focuses on community-triggered emotions (e.g., attachment, identification, and trust) while ignoring personal emotions ( Xu et al, 2023 ). This research employs pleasure, arousal, and perceived uncertainty as mediators and demonstrates that two systems mediate the effects of environmental stimuli on impulse buying in parallel and reverse ways.…”

“…However, social influence is often interpreted as the presence and the number of other viewers ( Leeraphong and Sukrat, 2018 ; Ko and Chen, 2020 ; Zhang et al, 2022b ), the features of streamers ( Wang et al, 2018 ; Hou et al, 2019 ; Ko and Chen, 2020 ; Park and Lin, 2020 ; Xu et al, 2020a ; Zheng et al, 2023 ), and the action and enthusiasm of sellers ( Leeraphong and Sukrat, 2018 ). Besides, as for the internal mechanism of environmental cues inducing behavior, previous research has emphasized the mediating role of relationship status, flow experience ( Dong et al, 2023 ), personal characteristics ( Gao et al, 2022 ), and community-triggered emotions ( Lim et al, 2020 ; Li et al, 2021 ), few studies have focused on personal emotional changes ( Xu et al, 2023 ) and emotional subdivided dimensions. Moreover, while the uncertainty concern surrounding experience products is a critical barrier to online consumption, few studies have offered concrete suggestions on how to eliminate it.…”

“…The SOR model was proposed by Mehrabian and Russell (1974) , which denied the direct effect of stimulus on behavior in the “stimulus–response” (SR) model ( Watson, 1913 ), and maintained that environmental stimulus leads to approach or avoidance behavior through the internal state of the individual. In subsequent studies, scholars tried to categorize these stimuli, e.g., high/low load environments ( Mehrabian and Russell, 1974 ), high/low task-relevant environmental cues ( Eroglu et al, 2003 ), as well as marketing stimuli, platform stimuli, and other stimuli ( Xu et al, 2023 ). Regarding the internal state, Russell and Pratt (1980) initially interpreted it as an emotional state.…”

“…In LSE, peers’ instant interaction alters the transmission mechanism of social influence. Through a systematic literature review, Xu et al (2023) called for unpacking the power of viewer-viewer interaction in online communities.…”

Analisis Perbandingan Pengaruh Live Streaming dan Interactive Content terhadap Konversi Pembelian Pada Perusahaan Fesyen di Bandung

“…Live streaming memungkinkan merek untuk memamerkan produk mereka, berinteraksi dengan pelanggan, dan menawarkan wawasan eksklusif ke dalam dunia merek mereka, semuanya secara langsung dan tanpa filter (Fu & Hsu, 2023;Hou et al, 2023;Ling & Masrom, 2023). Pada saat yang sama, konten interaktif mengundang partisipasi aktif dari konsumen, mendorong mereka untuk berinteraksi dengan konten merek dengan cara yang lebih mendalam dan menarik (Anindea et al, 2023;Xu et al, 2023).…”