BEYOND IMPORTED CONSUMER BEHAVIOR FRAMEWORKS: A SYSTEMATIC LITERATURE REVIEW OF AUDIENCE COMMUNICATION PSYCHOLOGY IN LIVE STREAMING COMMERCE

Abstract

Live streaming commerce has transformed digital commerce by integrating real-time video, streamer performance, platform affordances, audience participation, and direct purchasing functions within a single platform environment. However, existing studies have predominantly examined this phenomenon through consumer behavior frameworks, particularly the Stimulus–Organism–Response model, purchase intention, trust, impulsive buying, perceived value, and customer engagement. This article aims to review how live streaming commerce studies conceptualize audiences, communicative mechanisms, and psychological processes that shape audience responses in real-time digital commerce spaces. This study employed a systematic literature review using Scopus as the sole database. The search identified 197 records after applying predefined filters. Following title and abstract screening, 75 studies were prioritized for full-text retrieval, and 21 full-text articles were analyzed through thematic synthesis. The findings show that live streaming commerce research remains dominated by quantitative, variable-based models and purchase-related outcomes. Nevertheless, communication-oriented concepts such as interactivity, social presence, parasocial interaction, flow, uses and gratifications, interactional metadiscourse, information overload, and involvement indicate that audiences are not merely consumers responding to marketing stimuli. They also operate as viewers, participants, relational subjects, and communicative actors embedded in real-time platform interactions. This article proposes the Audience Communication Psychology Framework to understand live streaming commerce as a dynamic mediated communicative environment that involves platform structures, streamer performance, audience psychological processing, and communicative-behavioral responses simultaneously.