Moscow, Russian Federation
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.
social e-commerce, livestreaming, livestream shopping, live-streaming shopping, e-commerce, drivers of social e-commerce
1. Laudon, K. C., Traver, C. G. (2023). E-Commerce 2023: Business, Technology, Society, Global Edition. Pearson Higher Ed., 834.
2. Iriyanti, E. (2025). The influence of psychological factors and social interaction on impulse buying in social E-commerce: A systematic literature review. Dinasti International Journal of Digital Business Management, 7(1), 41–49. DOI:https://doi.org/10.38035/dijdbm.v7i1.6096.
3. Lin, T.-H., Gao, C., Li, Y. (2019). CROSS: Cross-platform Recommendation for Social E-Commerce. Proceedings of the 42nd International ACM SIGIR Conference on Research and Development in Information Retrieval, 515–524. DOI:https://doi.org/10.1145/3331184.3331191.
4. Wei, C., Yu, Z.-J., Chen, X.-N. (2017). Research on social e-commerce reputation formation and state-introduced model. Kybernetes. The International Journal of Cybernetics, Systems and Management Sciences, 46(06), 1021–1038. DOI:https://doi.org/10.1108/k-08-2016-0203.
5. Zhao, Y., Wang, L., Tang, H., Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41. DOI:https://doi.org/10.1016/j.elerap.2020.100980.
6. Hewei, T., Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41. DOI:https://doi.org/10.1016/j.entcom.2021.100474.
7. Lv, J., Wang, T., Wang, H., Yu, J., Wang, Y. (2020). A SECPG model for purchase behavior analysis in social e-commerce environment. International Journal of Communication Systems, 33(6). DOI:https://doi.org/10.1002/dac.4149.
8. Zhang, T., Jahromi, M. F., Hua, N., Lu, L. (2020). Engaging customers with hospitality brands in social commerce activities. Journal of Hospitality and Tourism Technology, 11(4), 627–642. DOI:https://doi.org/10.1108/jhtt-04-2019-0056.
9. Elli, S., Abu, B. A. (2025). Dampak Fitur Live Shopping di Social Commerce terhadap Keputusan Pembelian Konsumen pada Platform e-Commerce di Indonesia. Sanskara Manajemen Dan Bisnis, 3(02), 69–76. DOI:https://doi.org/10.58812/smb.v3i02.
10. Yi, M., Chen, M., Yang, J. (2024). Understanding the self-perceived customer experience and repurchase intention in live streaming shopping: evidence from China. Humanities & Social Sciences Communications, 11(1). DOI:https://doi.org/10.1057/s41599-024-02690-6.
11. Xiling, C., Monica, L., Mark, N., Lubanski, L. (2024). What drives consumers to buy in live streaming commerce? A systematic literature review. Journal of Logistics, Informatics and Service Science, 11(2), 464-486. DOI:https://doi.org/10.33168/jliss.2024.0229.
12. Li, G., Jiang, Y., Chang, L. (2022). The Influence Mechanism of Interaction Quality in Live Streaming Shopping on Consumers’ Impulsive Purchase Intention. Frontiers in Psychology, 13. DOI:https://doi.org/10.3389/fpsyg.2022.918196.
13. Dong, F. (2022). Evaluation of product uncertainty in online shopping. Information Systems and Economics, 3(6). DOI:https://doi.org/10.23977/infse.2022.030603.
14. Kim, S., Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318–332. DOI:https://doi.org/10.1016/j.ijinfomgt.2012.11.006.
15. Han, H., Xu, H., Chen, H. (2018). Social commerce: A systematic review and data synthesis. Electronic Commerce Research and Applications, 30, 38–50. DOI:https://doi.org/10.1016/j.elerap.2018.05.005.
16. Niu, B., Chen, Y., Zhang, J., Chen, K., Jin, Y. (2025). Brands’ livestream selling with influencers’ converting fans into consumers. Omega, 131. DOI:https://doi.org/10.1016/j.omega.2024.103195.
17. Wongkitrungrueng, A., Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. DOI:https://doi.org/10.1016/j.jbusres.2018.08.032.
18. Chen, Z., Cenfetelli, R., Benbasat, I. (2019). The Influence of E-Commerce Live Streaming on Lifestyle Fit Uncertainty and Online Purchase Intention of Experience Products. 52nd Hawaii International Conference on System Sciences, 5081–5090. DOI:https://doi.org/10.24251/HICSS.2019.610.
19. Hochreiter, V., Benedetto, C., Loesch, M. (2023). The Stimulus-organism-response (S-O-R) paradigm as a guiding principle in environmental psychology: Comparison of its usage in consumer behavior and organizational culture and leadership theory. Journal of Entrepreneurship and Business Development, 3(1), 7–16. DOI:https://doi.org/10.18775/jebd.31.5001.
20. Qi, A., Sethi, S., Wei, L., Zhang, J. (2020). Strategic overcapacity in live-streaming platform selling. SSRN Electronic Journal. DOI:https://doi.org/10.2139/ssrn.3668390.
21. Arnold, M. J., Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. DOI:https://doi.org/10.1016/s0022-4359(03)00007-1.
22. Qin, C., Zeng, X., Liang, S., Zhang, K. (2023). Do live streaming and online consumer reviews jointly affect purchase intention? Sustainability, 15(8). DOI:https://doi.org/10.3390/su15086992.
23. Zhao, W., Hu, F., Wang, J., Shu, T., Xu, Y. (2023). A systematic literature review on social commerce: Assessing the past and guiding the future. Electronic Commerce Research and Applications, 57. DOI:https://doi.org/10.1016/j.elerap.2022.101219.
24. Bleier, A., Fossen, B. L., Shapira, M. (2024). On the role of social media platforms in the creator economy. International Journal of Research in Marketing, 41(3), 411–426. DOI:https://doi.org/10.1016/j.ijresmar.2024.06.006.
25. Tanaka, E., Igarashi, A. (2025). Why do audiences support creators online in the generative AI era? - Survey results on the creator economies in Japan, the U.S. and China. ITS 33rd European Conference 2025: "Digital innovation and transformation in uncertain times". International Telecommunications Society (ITS).
