Impulsive Buying Behavior in Live Streaming Commerce: Research Trends and Intellectual Structure through a Bibliometric Analysis
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1545Keywords:
Bibliometric Analysis, Consumer Behavior, E-Commerce, Impulsive Buying Behavior, Live Streaming CommerceAbstract
The rapid growth of live streaming commerce has transformed online consumer decision-making, creating an increasingly dynamic environment in which impulsive buying behavior can emerge. The present study employs a bibliometric analysis to explore the research trends of impulsive buying behavior in the context of live streaming commerce. Impulsive buying and live streaming keywords were used to collect data from Scopus, and 74 publications relevant to the topic were found. The data were analysed using VOSviewer by co-authors using co-authorship, co-occurrence, co-citation and bibliographic coupling. The results show that the research has grown rapidly since 2023 and peaked in 2025. The most common type of publication is journal articles, and the greatest number of publications are concentrated in several Asian countries, especially China, Malaysia and Indonesia. It is an interdisciplinary field that includes business, marketing, psychology, social sciences and information technology. Key themes include live streaming commerce, consumer behavior, emotional and psychological factors, theoretical models and research methods. This study presents an overview of the intellectual structure and development trend of impulsive buying research in the context of live streaming commerce.
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