LIVE STREAMING AND SALES PROMOTION IN ONLINE IMPULSIVE BUYING BEHAVIOR: A BIBLIOMETRIC NETWORK ANALYSIS

Online impulsive buying behavior is an area that has attracted much attention. Customers are heavily influenced by tools and promotions on online shopping platforms, especially live streaming in recent years. Due to the growth and importance of this area, our study was designed to investigate its development trends. With data including 260 articles from 2001 to 2024 collected on the SCOPUS database, we conducted bibliometric analysis and network analysis using the Biblioshiny of R Studio package and VOSviewer software to identify the research trend and emerging research themes. The trend of research is presented by descriptive analyses, including annual growth of articles, the most impactful author, distributions, and topic keywords. In addition, network analysis helps to identify prominent research clusters: (i) impulsive buying in live streaming; (ii) factors affecting online impulsive buying; (iii) hedonic values and emotional responses; (iv) social interaction, trust, and influencers; and (v) psychological drivers. Then, some of the research gaps include looking at the impact of live streaming and advertising together, the ability to diversify and combine elements/groups of elements, focusing on different customer demographics, interaction-based research, focusing on research on e-commerce platforms, and the impact of artificial intelligence, machine learning, and virtual reality on online impulse buying behavior.