Literature Review on Live-Streaming Platform Impulse Buying Behavior

Abstract

In the past few years, online shopping has become popular and getting accepted by the consumers, before the purchase, consumer would like to check the online shopping platform because the convenience logistic and various promotion activity. Also, the live-streaming platform such as Tik Tok, Taobao live and Weibo live are providing the live-streaming to make the consumer get the information in real time and provide more options of the different product for them to choose, meanwhile, the platform are inviting some celebrities to do the live-streaming which lead the impulse buying behavior happens. This paper will review about impulse buying in the content of live-streaming and the relationship between live-streaming browsing and impulse buying. This paper is going to review the literature and published paper about impulse buying and live-streaming platform to find out the relationship, find out that online impulse buying can be effect by serval factors. Lastly, the review can contribute to the future research about the impulse buying on live-streaming platform. Moreover, the platform will know how to engage the consumer make the impulse buying decision during the live streaming.