Navigating the Stream: Unveiling the Factors Shaping Consumer Purchase Intention in Live Streaming Shopping on Social Media Platforms

The advancement in internet technology has firmly entrenched social media as an indispensable aspect of daily life. Social networking communities have evolved into a profoundly relevant space for marketers. Nowadays, social media offers a diverse array of features that actively engage users in buying and selling products and services. Live streaming, particularly, has gained remarkable popularity among social media influencers and businesses alike. Companies are increasingly investing time and resources into captivating consumers through social media live streaming rather than traditional offline methods. In recent years, many researchers have delved into this domain, identifying various theories/models and factors that influence consumers’ adoption of this technology. This study synthesizes these models and factors, conducts weight analysis and sheds light on various limitations to guide future investigations. The study's findings reported that SOR model is the most adopted model in this domain therefore trust, enjoyment, and uncertainty are some key predictors of purchase intention. Moreover, it is important to acknowledge limitations such as geographical constraints, methodological challenges, and the use of purchase intention as a proxy for actual behaviour that shapes this research.