Trade, service, food industry Trade, service, food industry Торговля, сервис, индустрия питания / Trade, service, food industry 2782-2214 127361 HRRSYW Маркетинг и менеджмент Marketing and management Маркетинг и менеджмент THE DETERMINANTS OF LIVESTREAMING SHOPPING POPULARITY IN SOCIAL E-COMMERCE: A LITERATURE REVIEW ФАКТОРЫ, ОПРЕДЕЛЯЮЩИЕ ПОПУЛЯРНОСТЬ ЛАЙВСТРИМ-ШОПИНГА В СОЦИАЛЬНОЙ ЭЛЕКТРОННОЙ КОММЕРЦИИ: ОБЗОР ЛИТЕРАТУРЫ Ле Нгок Лам Le Ngoc Lam Российский университет дружбы народов имени Патриса Лумумбы Москва Россия Peoples' Friendship University of Russia named after Patrice Lumumba Moscow Russian Federation 06 07 2026 06 07 2026 6 2 203 210 07 05 2026 31 05 2026 https://tsfi-mag.ru/en/nauka/article/127361/view

В последние годы популярность лайвстрим-шопинга на платформах социальной электронной коммерции стремительно возросла. Представляемое исследование подчеркивает необходимость констатации основных факторов роста указанной популярности. Используя метод литературного анализа, авторы выявили следующие моменты, определяющие востребованность платформ: интерактивные возможности в режиме реального времени, значительное снижение неуверенности потребителей, связующая роль влиятельных лиц, возможность получения скидок на товары, захватывающий опыт покупок и развитие креативной экономики. Благодаря сочетанию технологий и поведенческой психологии, лайвстрим-шопинг успешно превратил покупки из простых технических операций в эмоционально увлекательный процесс. В конце статьи нами предложено несколько научных и практических рекомендаций, основанных на результатах анализа.

In recent years, livestream shopping has exploded on social e-commerce platforms. This study highlights the need to identify the main drivers of livestreaming shopping popularity on social e-commerce platforms. Using a literature review method, this study identifies determinants driving this popularity: real-time interactive capabilities, significant reduction in consumer uncertainty, the connecting role of influencers, possible receiving product discounts, immersive shopping experience, and the development of the creator economy. By combining technology and behavioral psychology, livestream shopping has successfully transformed shopping from solitary technical transactions into an emotionally entertaining process. At the end of the paper, the author offered some academic and practical contributions based on the findings.

 социальная электронная коммерция прямые трансляции покупки в прямом эфире лайвстрим-шопинг электронная коммерция движущие силы социальной электронной коммерции social e-commerce livestreaming livestream shopping live-streaming shopping e-commerce drivers of social e-commerce

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