Astika Ulfah Izzati, Frianka Anindea, Welan Mauli Angguna, Andriansyah Andriansyah

Swipe, Stream, and Splurge: Systematic Literature Review on The Triggers of Impulsive Buying in Live Streaming Commerce

Introduction

Swipe, stream, and splurge: systematic literature review on the triggers of impulsive buying in live streaming commerce. Explore triggers of impulsive buying in live streaming commerce. A systematic literature review synthesizes existing literature, revealing key factors, theories, and research themes for future marketing strategies.

Abstract

Recently live streaming has become popular media that enabling public to broadcast their video content through numerous platform (i.e., social media and e-commerce). In live streaming, live streamer could have real-time and interactive communication to their audience. Hence many people including marketer use live streaming as essential marketing tools that can shorten customer’s purchase decision time, and provoke customer’s impulse buying urge. Given the popularity of live steaming in numerous platform and impulse buying behavior become imperative topic in consumer behavior study, synthetizing the existing literature related to impulse buying in live streaming is needed. This study occupies the past and present of impulse buying in live streaming to gain better understanding of impulse buying in live streaming, and also gives insight about prospective of impulse buying in live streaming study for the future research. The author used secondary data from Scopus database in doing systematic literature review. In term of data extracting process, Preferred Reporting Items for Systematic reviews and Meta-analyses (PRISMA) is used, and 30 papers that meet the criteria are included to be reviewed. Author synthesize articles reviewed and found some findings such as studies progression, research design and methodology adopted in the reviewed article, theories used, and research theme. The research contributes to enhance theoretical and practical implications that is needed by academician for future research directions, and practitioners to strengthen their marketing strategy using live streaming feature to trigger people buy their product impulsively.  

Review

This systematic literature review, "Swipe, Stream, and Splurge," addresses a highly pertinent and timely topic: the triggers of impulsive buying within the rapidly evolving landscape of live streaming commerce. Given the explosive growth of live streaming as an essential marketing tool and its demonstrated potential to shorten purchase decision times while provoking impulse buying urges, a comprehensive synthesis of existing literature is indeed imperative. The authors correctly identify the need to consolidate current knowledge, offering both a historical and present perspective on impulse buying in this dynamic environment, thereby aiming to provide a better understanding and guide future research directions. The methodological approach employed is a systematic literature review, utilizing secondary data exclusively from the Scopus database. The authors state their adherence to the Preferred Reporting Items for Systematic reviews and Meta-analyses (PRISMA) guidelines, which provides a robust and transparent framework for the data extraction process, ultimately including 30 papers that met their specified criteria. While the abstract outlines key areas of findings such as "studies progression, research design and methodology adopted in the reviewed article, theories used, and research theme," these are presented as categories of analysis rather than specific, synthesized insights regarding the identified impulsive buying triggers themselves. The full paper would need to elaborate substantially on the detailed findings within these themes to fulfill the promise of understanding *what* specific triggers exist. Ultimately, this review aims to contribute significantly to both theoretical and practical realms. Academically, it seeks to enhance existing understanding and establish clear directions for future research in consumer behavior studies related to live streaming commerce. For practitioners, it promises valuable insights that can strengthen marketing strategies by effectively leveraging live streaming features to trigger impulsive purchases. The systematic approach and the clear articulation of its objectives position this work as a valuable foundational piece for scholars and marketers alike navigating the complexities of live streaming commerce, offering a structured overview of the current research landscape.

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