Live Streaming Commerce is considered as Shoppertaiment: A Systematic Literature Review

Abstract

The development of technology creates a new concept in trading by combining real-time video with commercial activities known as live-streaming commerce. Livestreaming commerce or better known as shoppertaiment is a combination of electronic commerce and entertainment. The trend of shopping through livestreaming commerce is increasing, thus changing consumer habits and everyday lifestyles. Based on this situation, it is necessary to conduct research on livestreaming commerce. The aim of the research conducted is to consider the results of pre-existing studies and systematically review literature reviews on livestreaming commerce research by summarizing all academic scientific publication papers from 2017 to 2022. The research questions from this study were: (1) What are the current live-streaming commerce studies? (2) What research methods have been used in live-streaming commerce studies? (3) What are the potentials for future research on live-streaming commerce research? To answer the first question, various aspects of live streaming commerce are described, such as definitions, types, technologies, challenges, benefits, and models. Answer the second question by applying various methods and techniques. Finally, it offers guidelines for future research and makes this work a road map for understanding the live-streaming commerce research literature.