Abstract

This study explores the phenomenon of impulse buying within the domain of live streaming commerce as an emerging paradigm of digital marketing. It aims to conceptualize and identify the underlying determinants that precipitate impulsive purchase behaviors during interactive live streaming sessions. Employing a Systematic Literature Review (SLR) approach, the research synthesizes empirical evidence from 40 peer-reviewed studies published between 2023 and 2025 to delineate conceptual progressions, methodological tendencies, and relational frameworks. The analytical results categorize influencing factors into three core dimensions: external stimuli, encompassing interactivity, streamer attractiveness, and time-limited promotions; psychological mechanisms, including emotional arousal, involvement, and trust formation; and social dynamics, reflected in group norms and community influence. The results show that impulsive buying behavior in live streaming situations happens when emotional response, technological affordance, and social interaction all work together. This synthesis provides a theoretical foundation for understanding the multi-dimensional mechanisms driving impulsive consumption decisions in interactive digital retail environments.