Comparative Analysis of the Effect of Live Streaming Shopping on E-commerce and S-commerce on Impulsive Buying Behavior in Indonesia

Electronic Commerce (e-commerce) and Social Commerce (s-commerce) companies in Indonesia continue to build innovations by providing various exciting features to increase the number of visitors, one of which is live shopping. Live shopping is increasingly being found in e-commerce and s-commerce because it has become a new way of shopping online. There is a significant correlation between live shopping and impulse buying behavior. Impulse buying is a person's decision that is not planned (or suddenly without consideration) when buying a product in large quantities. This scientific article was created using a systematic literature review (SLR) method using journals indexed in the Scopus database and the Web of Science (2013Science ( -2022)). The keywords used to search and answer the research questions are (Live Streaming Shopping" AND "E-commerce" AND "S-commerce" AND "Impulsive Buying"). This research's primary purpose is to analyze the effect of live shopping on e-commerce and s-commerce on impulse buying behavior in Indonesia. Besides that, it is also to identify people's motives for making impulse purchases. The results of the SLR method found that there are 25 titles of papers are fulfilling the criteria. It found that two primary motives of Indonesian people in making impulse purchases, including (1) hedonic motives (2) and utilitarian motives.