Structuring live stream commerce: A study on classification, framework development, and future research agendas

This study aims to address the existing gaps in Live Stream Commerce (LSC) research by focusing on understanding the variety of LSC platforms and user motivations and behaviors within these platforms. To achieve this aim, a practical and strategic analytical framework is proposed. This framework comprehensively explores the classification of LSC and its supply and demand aspects, providing a detailed description of its phenomena, characteristics, participants, and operational methods. Furthermore, this study identifies new research directions, including investigating consumer behavior and marketing strategies across different platform types, analyzing the impact of algorithms on behavior, examining discrepancies in LSC development between East and West, exploring the integration of LSC supply chains, and assessing the influence of LSC on traditional e-commerce. Overall, this framework aims to guide future research endeavors, benefiting both academics and industry professionals.