A systematic literature review on impulse buying in e-commerce live streaming with co-occurrence map

This paper focuses on the current state of research on impulse buying in e-commerce live streaming. Two steps of a systematic review approach are used to search for prior empirical studies. 127 studies that treat impulse buying or intention as an outcome variable were gathered. Furthermore, a co-occurrence network analysis is carried out in terms of the most widely used theoretical model and methods, as well as the most investigated influencing factors in prior literature, utilizing words extracted from study abstracts. Finally, some suggestions are addressed.