Factors influencing impulse buying in live streaming: a systematic literature review
Live streaming has experienced a surge in popularity worldwide. It has become known as a prominent online shopping trend with significant potential for marketing (Y. Zhang et al., 2024). The global revenues generated through live streaming in 2022 exceeded US$423 billion and are expected to reach US...
| Main Authors: | , , |
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| Format: | Book Section |
| Language: | English |
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Universiti Putra Malaysia Press
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116573/ http://psasir.upm.edu.my/id/eprint/116573/1/116573.pdf |
| _version_ | 1848867038832885760 |
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| author | Yin, Xiaoxing Hashim, Haslinda Ab Aziz, Yuhanis |
| author_facet | Yin, Xiaoxing Hashim, Haslinda Ab Aziz, Yuhanis |
| author_sort | Yin, Xiaoxing |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Live streaming has experienced a surge in popularity worldwide. It has become known as a prominent online shopping trend with significant potential for marketing (Y. Zhang et al., 2024). The global revenues generated through live streaming in 2022 exceeded US$423 billion and are expected to reach US$500 billion by 2023 (iiMedia research, 2022). A global report shows that 81 % of Internet users surveyed in China and 75 % in India have purchased on live streaming (Statista, 2024). Live streaming has emerged as an essential way for customers to make online purchases and for merchants to advertise their items, especially in China. In June 2023, there were 765 million live streaming viewers in China, with shopping content emerging as the most favoured genre among these viewers (Statista, 2023). |
| first_indexed | 2025-11-15T14:30:09Z |
| format | Book Section |
| id | upm-116573 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:30:09Z |
| publishDate | 2024 |
| publisher | Universiti Putra Malaysia Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1165732025-05-30T01:00:23Z http://psasir.upm.edu.my/id/eprint/116573/ Factors influencing impulse buying in live streaming: a systematic literature review Yin, Xiaoxing Hashim, Haslinda Ab Aziz, Yuhanis Live streaming has experienced a surge in popularity worldwide. It has become known as a prominent online shopping trend with significant potential for marketing (Y. Zhang et al., 2024). The global revenues generated through live streaming in 2022 exceeded US$423 billion and are expected to reach US$500 billion by 2023 (iiMedia research, 2022). A global report shows that 81 % of Internet users surveyed in China and 75 % in India have purchased on live streaming (Statista, 2024). Live streaming has emerged as an essential way for customers to make online purchases and for merchants to advertise their items, especially in China. In June 2023, there were 765 million live streaming viewers in China, with shopping content emerging as the most favoured genre among these viewers (Statista, 2023). Universiti Putra Malaysia Press 2024 Book Section PeerReviewed text en http://psasir.upm.edu.my/id/eprint/116573/1/116573.pdf Yin, Xiaoxing and Hashim, Haslinda and Ab Aziz, Yuhanis (2024) Factors influencing impulse buying in live streaming: a systematic literature review. In: Navigating the Business Landscape. Universiti Putra Malaysia Press, Malaysia, pp. 164-182. ISBN 9786297689852 |
| spellingShingle | Yin, Xiaoxing Hashim, Haslinda Ab Aziz, Yuhanis Factors influencing impulse buying in live streaming: a systematic literature review |
| title | Factors influencing impulse buying in live streaming: a systematic literature review |
| title_full | Factors influencing impulse buying in live streaming: a systematic literature review |
| title_fullStr | Factors influencing impulse buying in live streaming: a systematic literature review |
| title_full_unstemmed | Factors influencing impulse buying in live streaming: a systematic literature review |
| title_short | Factors influencing impulse buying in live streaming: a systematic literature review |
| title_sort | factors influencing impulse buying in live streaming: a systematic literature review |
| url | http://psasir.upm.edu.my/id/eprint/116573/ http://psasir.upm.edu.my/id/eprint/116573/1/116573.pdf |