Live Streaming Commerce: A Review and Prospects

2016 has been called “the first year of live streaming” in China, and since then the live streaming industry has seen a blowout growth. The mode of “webcast + e-commerce” is a breakthrough to the traditional e-commerce model, and it is also an important monetization path for webcast. Live streaming commerce is all the rage in China, and an epidemic has pushed it even further. Theoretical circles are paying more and more attention to the emerging marketing model of live streaming. This study systematically sorts out the frontier research related to live streaming commerce, and carries out a comprehensive discussion on the definition, characteristics, types, mechanism of action and influence of live streaming commerce, and puts forward the practical enlightenment and future research direction. This research provides a meaningful guide for e-commerce companies to rationally use live marketing to improve consumer experience and purchase intentions.