Identifying The Influence of Consumer Purchase Intention Through Live Streaming Shopping: A Systematic Literature Review

The rapid development of technology influences some changes in e-commerce. One of them is the emergence of live-streaming shopping, which combines live-streaming technology with e-commerce, social networking, and entertainment. This shopping format allows viewers to interact with the streamer (seller) and instantly make a purchase with just one touch. Consumers who watch live streaming shopping generally are those who initially have an interest in the offered product. According to prior studies, the presence of live shopping can enhance both customer desire to buy and business sales. To investigate the factors influencing purchase intention in live-streaming shopping, a systematic literature review was conducted. A total of 40 factors were found from 13 selected articles containing live-streaming shopping and purchase intention. Based on these factors, 34 had a positive impact, 2 had a negative impact, and 4 had no significant impact on buyer purchase intention.