Mapping Artificial Intelligence in Live Streaming Commerce: A Bibliometric and Systematic Review of Consumer Behaviour

Abstrak

The rapid growth of live streaming commerce has positioned Artificial Intelligence (AI) as a key driver of consumer behavior; however, existing studies remain fragmented across technological, behavioral, and social perspectives, with limited integration of AI’s multidimensional roles. This study aims to systematically review and synthesize the role of AI in shaping consumer behavior in live streaming commerce using a combined bibliometric and systematic literature review (SLR) approach. Data were collected from Scopus for the period 2022–2026, yielding 330 articles; bibliometric analysis using VOSviewer identified research trends, keyword density, and emerging topics, while PRISMA-based screening resulted in 14 articles for in-depth analysis. The findings indicate that AI functions as a multi-role actor encompassing interaction agent, emotional agent, and decision architect, enhancing consumer behavior through efficiency, personalization, and improved decision-making, particularly in utilitarian contexts. However, AI may also inhibit behavior by reducing emotional authenticity and long-term relational engagement. This study contributes by proposing an integrative framework linking cognitive, emotional, and behavioral mechanisms in AI-driven live streaming commerce.