This systematic literature review, employing advanced bibliometric analysis, provides a comprehensive examination of live streaming commerce and its impact on consumer purchase intentions. Through the evaluation of 84 scholarly articles from 2017 to August 2023 using Scopus and Web of Science databases, this study offers a unique synthesis of theoretical frameworks, methodologies, and the factors influencing purchase intentions. The analysis identifies eight major research themes and 20 sub-themes, offering new insights into this rapidly evolving field. This review not only consolidates fragmented research but also suggests a future research agenda, addressing critical gaps in the literature. It further provides valuable implications for industry practitioners seeking to leverage live streaming for consumer engagement and sales conversion.

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