Mapping Research Trends of Live Commerce and Impulse Buying: A Bibliometric Study
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1543Keywords:
Bibliometric Analysis, Consumer Behavior, Impulse Buying, Live Commerce, VOSviewerAbstract
Live commerce has transformed digital shopping by integrating livestreaming, real-time interaction, and e-commerce transactions, creating increasingly immersive environments that may encourage impulse buying. However, research on the intersection of live commerce and impulse buying remains distributed across behavioral, technological, psychological, social, and experiential perspectives. This study aims to examine the development, conceptual structure, collaboration patterns, and emerging research directions of the literature on live commerce and impulse buying. A quantitative bibliometric analysis was conducted using 108 Scopus-indexed publications published between 2020 and 2026. Data were collected through the TITLE-ABS-KEY search query “live commerce” AND “impulse buying” and analyzed using VOSviewer through co-authorship, keyword co-occurrence, co-citation, and bibliographic coupling analyses. The findings indicate substantial growth in publications, particularly since 2023, with China and other Asian countries contributing prominently to knowledge production. The conceptual structure reveals interconnected themes centered on impulse buying, e-commerce, and live streaming, while newer themes include customer engagement, trust, purchase intention, social interaction, and experiential factors. The study concludes that live commerce research is evolving toward an integrated understanding of impulse buying that combines technological, psychological, social, and experiential perspectives, while broader geographical and theoretical exploration remains necessary.
References
Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007.
Bai, X., Aw, E. C. X., Tan, G. W. H., & Ooi, K. B. (2024). Livestreaming as the next frontier of e-commerce: A bibliometric analysis and future research agenda. Electronic Commerce Research and Applications, 65(10), 1010-1019. https://doi.org/10.1016/j.elerap.2024.101390.
Barten, A. P., & Böhm, V. (1982). Consumer theory. In K. J. Arrow & M. D. Intriligator (Eds.), Handbook of mathematical economics (Vol. 2, pp. 381–429). North-Hollan: Elsevier. https://doi.org/10.1016/S1573-4382(82)02004-9.
Bashar, A., Singh, S., & Pathak, V. K. (2022). A bibliometric review of online impulse buying behaviour. International Journal of Electronic Business, 17(2), 162–183. https://doi.org/10.1504/IJEB.2022.121963.
Chaudhary, R., Jain, S., Gupta, R., Aggarwal, V., Soniya, & Bhamu, A. (2025). Understanding the psychology of impulse buying in e-commerce: A behavioral review. Journal of Marketing & Social Research, 2(6), 102–113. https://doi.org/10.61336/jmsr/25-06-13.
Chugh, I., & Chandra, A. (2025). Mapping the conceptual landscape of online impulse buying: A bibliometric analysis with thematic insights. Journal of Management and Entrepreneurship, 19(4), 44–60. https://doi.org/10.70906/20251904044060.
Dalal, G., Pannu, S., Vyas, P., & Chugh, P. (2024). The pulse of buying: Mapping the conceptual structure and decoding impulse purchase patterns. Global Knowledge, Memory and Communication, 2(2), 256-276. https://doi.org/10.1108/GKMC-05-2024-0256.
Destari, F., Indraningrat, K., & Putri, M. N. N. (2020). Impact of shopping emotion towards impulse buying in e-commerce platform. Jurnal Manajemen dan Pemasaran Jasa, 13(1), 47–64. https://doi.org/10.25105/jmpj.v13i1.6123.
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133(2), 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070.
Febrilia, I., Rahmi, R., Lada, S., & Chekima, B. (2024). Online impulse buying: Investigating the role of e-commerce attributes, customer motivation, and urge to buy impulsively. The Journal of Behavioral Science, 19(1), 95–108.
Gao, H., Chen, X., Gao, H., & Yu, B. (2022). Understanding Chinese consumers’ livestreaming impulsive buying: An stimulus-organism-response perspective and the mediating role of emotions and Zhong Yong tendency. Frontiers in Psychology, 13(1), 881-892. https://doi.org/10.3389/fpsyg.2022.881294.
Gong, X., Yee, C. L., Lee, S. Y., Cao, E. Y., & Saif, A. N. M. (2024). Knowledge mapping of impulsive buying behavior research: A visual analysis using CiteSpace. Humanities and Social Sciences Communications, 11(1), 967-987. https://doi.org/10.1057/s41599-024-03473-9.
Herzallah, D., Liébana-Cabanillas, F., Muñoz-Leiva, F., & Zarco, C. (2025). Past, present, and future of social commerce: A bibliometric analysis. Quality & Quantity, 59(4), 3079–3111. https://doi.org/10.1007/s11135-025-02103-z.
Huang, S. C., Silalahi, A. D. K., Eunike, I. J., & Riantama, D. (2024a). Understanding impulse buying in e-commerce: The Big Five traits perspective and moderating effect of time pressure and emotions. Telematics and Informatics Reports, 15(1), 100-117. https://doi.org/10.1016/j.teler.2024.100157.
Huang, Y., Makmor, N., & Mohamad, S. H. (2024b). Research progress analysis of live streaming commerce based on CiteSpace. Heliyon, 10(16), 360-379. https://doi.org/10.1016/j.heliyon.2024.e36029.
Jajić, I., Herceg, T., & Pejić Bach, M. (2025). Mapping e-commerce research during the COVID-19 pandemic: A bibliometric analysis. Business Systems Research, 16(2), 20–42. https://doi.org/10.2478/bsrj-2025-0017.
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6), 241-251. https://doi.org/10.3390/info12060241.
Li, L., Chen, X., & Zhu, P. (2024). How do e-commerce anchors’ characteristics influence consumers’ impulse buying? An emotional contagion perspective. Journal of Retailing and Consumer Services, 76(1), 103-115. https://doi.org/10.1016/j.jretconser.2023.103587.
Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2023). Exploring factors influencing impulse buying in live streaming shopping: A stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383–1403. https://doi.org/10.1108/APJML-12-2021-0903.
Mai, X., Sheikh Ahmad, F., & Xu, J. (2023). A comprehensive bibliometric analysis of live streaming commerce: Mapping the research landscape. SAGE Open, 13(4), 215-238. https://doi.org/10.1177/21582440231216620.
Min, Y., & Tan, C. C. (2023). Bibliometric knowledge mapping of consumers’ inferring shopping experience in live e-commerce platform on data mining. Environment and Social Psychology, 8(3), 1–15. https://doi.org/10.54517/esp.v8i3.1858.
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012.
Naik, S., Deshmukh, S. J., & Ekka, P. M. (2026). Mapping the intellectual landscape of buying behaviour research: A bibliometric analysis of trends, networks, and emerging themes. International Journal of Business and Management (IJBM), 5(1), 1105–1125. https://doi.org/10.56879/ijbm.v5i1.54.
Purboyo, P., Rifani, A., Firdaus, M. R., & Prihatiningrum, R. R. Y. (2026). Exploring the phenomenon of live streaming commerce and impulsive buying: A decade of systematic review and bibliometric analysis. Review of Applied Socio-Economic Research, 31(1), 43–61. https://doi.org/10.54609/reaser.v31i1.943.
Qu, Y., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision. Journal of Retailing and Consumer Services, 75(1), 103-153. https://doi.org/10.1016/j.jretconser.2023.103534.
Sari, Y. K., & Widjanarko, B. (2026). A bibliometric analysis of impulsive buying research in business and management: Trends, collaboration, and future research directions (2020–2026). Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID), 5(08), 2173–2185. https://doi.org/10.58471/esaprom.v5i08.8995.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(1), 100-118. https://doi.org/10.1016/j.elerap.2019.100886.
Tania, J., & Oktavia, T. (2024). A bibliometric analysis of key drivers of online impulse buying behavior. Journal of System and Management Sciences, 14(5), 489–508. https://doi.org/10.33168/JSMS.2024.0530.
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(5), 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xia, Y. X., Chae, S. W., & Xiang, Y. C. (2024). How social and media cues induce live streaming impulse buying? SOR model perspective. Frontiers in Psychology, 15(13), 1379-1392. https://doi.org/10.3389/fpsyg.2024.1379992.
Zhang, Z., Zhang, N., & Wang, J. (2022). The influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce. Sustainability, 14(4), 2122-2132. https://doi.org/10.3390/su14042122.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Lisa Anjarwati, Tony Wijaya, Agung Utama
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
