Selected studies on live shopping marketplaces
| Studies | Focus | Theoretical frameworks | Methodology |
|---|---|---|---|
| Chen et al. (2025) | How live-streaming affects pricing strategies for strategic customers | Two-period pricing model; strategic customer behavior | Analytical modeling and theoretical simulations |
| Chen et al. (2025) | How nonverbal cues (gestures, facial expressions) influence sales | Signaling theory; social perception theory | Machine learning-enhanced multimodal analysis of livestream segments |
| Chen et al. (2025) | How brand owners select live streaming channel strategies | Influencer marketing dynamics; channel strategy effects | Analytical evaluation of self, influencer and hybrid LS strategies |
| Chen et al. (2025) | How e-tailers choose streaming modes and return-freight insurance | Two-stage game-theoretic model; pricing and commission interactions | Analytical game-theoretic modeling of streaming modes and RI strategies |
| Chen et al. (2025) | How merchants choose between traditional and live e-commerce | Game-theoretic model; streamer bargaining power | Analytical modeling of sales model selection and profit distribution |
| Cheng et al. (2025) | How streamer types make product selection decisions | Game-theoretic model; streamer type and fan trust | Analytical modeling of streamer product selection strategies |
| Gao et al. (2025) | How virtual streamer coolness influences purchase intention | Stereotype content model | Empirical survey and multi-group analysis |
| Gu et al. (2024) | How “shoppertainment” balances entertainment and product information | Conceptual shoppertainment model | Analytical modeling of streamer and manufacturer strategies |
| Hao (2025) | How overload and fatigue inhibit adoption of live streaming | Stressor–Strain–Outcome (SSO) | Analytical modeling of overload, fatigue and channel preference |
| Hou et al. (2024) | How parasocial relationships affect virtual gift purchase | Parasocial relationship theory; cognitive absorption | Survey analysis using SEM and neural networks |
| Ji et al. (2023) | How anchor/product attractiveness affects attention and purchase | Interpersonal attraction theory; selective attention; self-image congruence | Eye-tracking experiment with moderation analysis |
| Li et al. (2024) | How social presence influences purchase intention | Social presence theory; consumer experience and loneliness | Survey data analyzed with PLS-SEM |
| Liu et al. (2025) | How multicommunicating affects customer engagement | Multicommunicating theory; social presence; information overload | Survey analyzed with SEM |
| Luo et al. (2024) | How streamer/product signals affect impulsive buying | Signaling theory; social exchange theory | Survey analyzed with PLS-SEM |
| Luo et al. (2025) | How social stimuli influence impulsive buying, moderated by gender | Stimulus–Organism–Response (S-O-R) | Survey analyzed with PLS-SEM and multiple-group analysis |
| Ma et al. (2025) | AI-based product selection in live streaming | Large-scale group decision-making; AI-based sentiment analysis | Online review analysis with AI and case studies |
| Na et al. (2025) | How virtual streamer characteristics influence purchase intention | Source credibility theory; S-O-R | Survey analyzed with mediation and fsQCA |
| Pacheco et al. (2025) | Drivers of impulsive buying among Gen Z | Stimulus–Organism–Response (S-O-R) | Survey analysis with mediating and moderating effects |
| Pei et al. (2025) | How influencer-focused barrages affect review effectiveness | User-generated content; social influence | Barrage content analysis and experimental validation |
| Shi et al. (2025) | How atmospheric cues influence impulsive buying via social presence | Stimulus–Organism–Response (S-O-R) | Survey analyzed using structural modeling |
| Wang and Guo (2026) | Consumer engagement in live-stream shopping | ISSM; perceived value, satisfaction, trust | Mixed-method: focus groups and survey with SmartPLS |
| Wang and Tai (2025) | Blockchain to mitigate false advertising in live streaming | Tripartite stochastic evolutionary game | Analytical modeling of platform, merchant and consumer strategies |
| Xiao et al. (2025) | Compensation design to incentivize truthful streamer behavior | Analytical framework; streamer incentives | Mathematical modeling of commission structures |
| Xie and Desouza (2025) | How anthropomorphic virtual influencers affect engagement | Groundedness theory | Exploratory qualitative study using interviews |
| Xu and Liang (2025) | How product presentation duration affects livestream efficiency | Signaling theory | Empirical analysis with fixed-effect models and LLM-based speech analysis |
| Xu et al. (2023) | Effects of live versus static product presentation on purchase intention | Regulatory focus theory | PLS analysis with survey data |
| Yu et al. (2025) | How manufacturers adopt live-streaming channels under competition | Game-theoretic model | Analytical modeling comparing adoption scenarios |
| Zhang et al. (2026) | How AI–human collaboration types affect engagement | Uses and gratifications theory | Empirical studies testing collaboration mechanisms and moderation |
| Zhang et al. (2025) | Explainable multimodal AI framework for forecasting and segmentation | Multimodal fusion; Cultural variation | AI-based predictive modeling integrating TFT, BERT and CLIP |
| Zhang et al. (2025) | How streamer narrative styles affect purchase intention | Flow theory | Mixed-methods: qualitative categorization and quantitative testing |
| Zhang et al. (2025) | How information interaction and deceptive promotion affect product quality decisions | Consumer utility and brand profit modeling | Two-period analytical model optimizing live-streaming strategies |
| Present study | How live shopping marketplaces affect buyer–seller relationships and trust | Commitment–trust theory | Text mining of user reviews in live streaming marketplace combined with hybrid thematic analysis |
| Studies | Focus | Theoretical frameworks | Methodology |
|---|---|---|---|
| How live-streaming affects pricing strategies for strategic customers | Two-period pricing model; strategic customer behavior | Analytical modeling and theoretical simulations | |
| How nonverbal cues (gestures, facial expressions) influence sales | Signaling theory; social perception theory | Machine learning-enhanced multimodal analysis of livestream segments | |
| How brand owners select live streaming channel strategies | Influencer marketing dynamics; channel strategy effects | Analytical evaluation of self, influencer and hybrid | |
| How e-tailers choose streaming modes and return-freight insurance | Two-stage game-theoretic model; pricing and commission interactions | Analytical game-theoretic modeling of streaming modes and | |
| How merchants choose between traditional and live e-commerce | Game-theoretic model; streamer bargaining power | Analytical modeling of sales model selection and profit distribution | |
| How streamer types make product selection decisions | Game-theoretic model; streamer type and fan trust | Analytical modeling of streamer product selection strategies | |
| Gao | How virtual streamer coolness influences purchase intention | Stereotype content model | Empirical survey and multi-group analysis |
| How “shoppertainment” balances entertainment and product information | Conceptual shoppertainment model | Analytical modeling of streamer and manufacturer strategies | |
| Hao (2025) | How overload and fatigue inhibit adoption of live streaming | Stressor–Strain–Outcome ( | Analytical modeling of overload, fatigue and channel preference |
| How parasocial relationships affect virtual gift purchase | Parasocial relationship theory; cognitive absorption | Survey analysis using | |
| How anchor/product attractiveness affects attention and purchase | Interpersonal attraction theory; selective attention; self-image congruence | Eye-tracking experiment with moderation analysis | |
| How social presence influences purchase intention | Social presence theory; consumer experience and loneliness | Survey data analyzed with PLS-SEM | |
| Liu | How multicommunicating affects customer engagement | Multicommunicating theory; social presence; information overload | Survey analyzed with |
| Luo | How streamer/product signals affect impulsive buying | Signaling theory; social exchange theory | Survey analyzed with PLS-SEM |
| Luo | How social stimuli influence impulsive buying, moderated by gender | Stimulus–Organism–Response (S-O-R) | Survey analyzed with PLS-SEM and multiple-group analysis |
| AI-based product selection in live streaming | Large-scale group decision-making; AI-based sentiment analysis | Online review analysis with | |
| How virtual streamer characteristics influence purchase intention | Source credibility theory; S-O-R | Survey analyzed with mediation and fsQCA | |
| Drivers of impulsive buying among Gen Z | Stimulus–Organism–Response (S-O-R) | Survey analysis with mediating and moderating effects | |
| How influencer-focused barrages affect review effectiveness | User-generated content; social influence | Barrage content analysis and experimental validation | |
| How atmospheric cues influence impulsive buying via social presence | Stimulus–Organism–Response (S-O-R) | Survey analyzed using structural modeling | |
| Wang and Guo (2026) | Consumer engagement in live-stream shopping | ISSM; perceived value, satisfaction, trust | Mixed-method: focus groups and survey with SmartPLS |
| Wang and Tai (2025) | Blockchain to mitigate false advertising in live streaming | Tripartite stochastic evolutionary game | Analytical modeling of platform, merchant and consumer strategies |
| Xiao | Compensation design to incentivize truthful streamer behavior | Analytical framework; streamer incentives | Mathematical modeling of commission structures |
| How anthropomorphic virtual influencers affect engagement | Groundedness theory | Exploratory qualitative study using interviews | |
| Xu and Liang (2025) | How product presentation duration affects livestream efficiency | Signaling theory | Empirical analysis with fixed-effect models and LLM-based speech analysis |
| Xu | Effects of live versus static product presentation on purchase intention | Regulatory focus theory | |
| Yu | How manufacturers adopt live-streaming channels under competition | Game-theoretic model | Analytical modeling comparing adoption scenarios |
| Zhang | How AI–human collaboration types affect engagement | Uses and gratifications theory | Empirical studies testing collaboration mechanisms and moderation |
| Explainable multimodal | Multimodal fusion; Cultural variation | AI-based predictive modeling integrating TFT, | |
| How streamer narrative styles affect purchase intention | Flow theory | Mixed-methods: qualitative categorization and quantitative testing | |
| How information interaction and deceptive promotion affect product quality decisions | Consumer utility and brand profit modeling | Two-period analytical model optimizing live-streaming strategies | |
| Present study | How live shopping marketplaces affect buyer–seller relationships and trust | Commitment–trust theory | Text mining of user reviews in live streaming marketplace combined with hybrid thematic analysis |
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