Objective - Live-streaming is the new way for people to have leisure and kill time. Over the past few years, online shopping has become increasingly popular and widely accepted among consumers. Before making a purchase decision, consumers prefer to check online shopping platforms for convenient logistics and various promotional activities.

Methodology/Technique - The objective of this paper is to investigate the relationship between impulse buying behaviour and browsing behaviour on live streaming platforms by reviewing existing literature, which aims to analyze the factors that influence impulse buying behaviour and examine how live streaming platforms employ different strategies to impact consumers' purchasing decisions, with a particular focus on impulse buying.

Findings - This paper conducted a systematic review and analysis of relevant literature, encompassing empirical studies on consumer behaviour on live streaming platforms, theoretical discussions, and research on online impulse buying behaviour. The study found that impulse buying behaviour on live-streaming platforms is influenced by a range of factors that significantly increase the likelihood of impulse purchases by boosting consumers' sense of participation and trust.

Novelty - Additionally, consumers' browsing behaviour exhibits certain patterns, such as a preference for live streams featuring celebrities and greater engagement with live streams that include interactive sessions. This study not only provides a deeper understanding of consumer purchasing behaviour on live streaming platforms but also offers a theoretical foundation for e-commerce platforms to develop effective marketing strategies.

Type of Paper - Review

Keywords: Impulse Buying; Live-streaming Platform; Browsing; E-commerce

JEL Classification: D12, M31.

URI: https://gatrenterprise.com/GATRJournals/JMMR/vol11.2_3.html

DOI: https://doi.org/10.35609/jmmr.2026.11.2(3)

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