Understanding Continuous Watching Intention in Live Streaming: A Systematic Review and the Emotional-Cognitive-Social Conceptual Framework

This review systematically examines the factors influencing viewers’ continuous watching intention in live streaming. Following the PRISMA protocol and utilizing a customized literature matrix, the study synthesizes research across multiple domains by analyzing contextual backgrounds, methodological approaches, theoretical foundations, and key findings. Building on prior reviews that have often addressed selected perspectives in isolation, this review proposes a structured and comprehensive Emotional–Cognitive–Social (ECS) conceptual framework that identifies conceptual overlaps among existing theoretical models and uncovers underexplored areas in the literature. The ECS framework is critically compared with traditional theories, highlighting its integrative potential. Moreover, the review explores the cross-cultural applicability of the ECS framework, revealing how emotional, cognitive, and social drivers may differ in relevance and impact across diverse cultural contexts. Findings indicate that despite growing academic and industry attention, research on continuous watching intention of live streaming remains theoretically fragmented and methodologically inconsistent, particularly as live streaming formats diversify and evolve. By providing a critical appraisal of the current knowledge landscape, this review proposes a forward-looking research agenda and offers actionable implications for platform designers, marketing professionals, and content creators aiming to enhance user engagement and continuous watching intention.