Factors Affecting Customers' Purchase Intention on Live Streaming Commerce

Live streaming commerce creates a new paradigm for e-commerce platforms which is highly competitive between platforms. Increasing intention to purchase is as important as keeping long-term loyalty customers. This study aimed to investigate the factors affecting customer intention to purchase in live streaming commerce, using a systematic literature review methodology which searched in four databases (Ebsco host, ScienceDirect, SpringerLink, and Google Scholar). The included papers are 21 peer-reviewed published in English between 2020 and 2024. The findings identified perceived persuasiveness, customer satisfaction, customer engagement, perceived price attractiveness, and perceived uncertainty as the factors affecting customer intention to purchase in live streaming commerce. The relationship between these five factors and Customers purchase intention were perceived persuasiveness, customer satisfaction; customer engagement, perceived price attractiveness have a positively affects customers purchase intention, and perceived uncertainty has a negatively affects customers purchase intention.