Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research

Abstract

Livestream shopping has experienced an exponential rise in interest from industry and academia alike. Despite growing attention, the academic literature lacks a clear conceptual understanding of livestream shopping (LSS) and its distinction from TV home shopping (TVHS). A systematic review of 71 journal articles published from 1990 to 2022 provide an overview of the state of research knowledge and critical comparisons in theoretical frameworks and empirical variables of LSS and TVHS. This study provides a comprehensive overview of the emerging field of LSS, revealing that LSS is conceptually new and distinct from TVHS and identifies the mechanism of LSS as being driven by social and relational processes, while TVHS is more influenced by channel-focused processes. Our review identifies key gaps in the LSS literature, as well as thematic avenues for future study to aid researchers in advancing high-quality research.