What Do We Know about E-commerce Live Streaming Discourse from Five Years of Research? A Systematic Review (2019–2023)

Authors

  • Zexi Liu

    Faculty of Languages and Linguistics, University of Malaya, Kuala Lumper 50603, Malaysia
  • Teng Teng Yap

    Faculty of Languages and Linguistics, University of Malaya, Kuala Lumper 50603, Malaysia
  • Xinyu Zhang

    Faculty of New Media, Xi’an Polytechnic University, Xi’an 710048, China
  • Malarvizhi Sinayah

    Faculty of Languages and Linguistics, University of Malaya, Kuala Lumper 50603, Malaysia

DOI:

https://doi.org/10.30564/fls.v6i6.7520
Received: 17 October 2024 | Revised: 25 October 2024 | Accepted: 30 October 2024 | Published Online: 11 December 2024

Abstract

This article conducts a comprehensive review of 26 previous studies on E-commerce live streaming discourse spanning the years 2019 to 2023. Adopting the Prisma framework, the review focuses on four key aspects: 1) the topics addressed by scholars, 2) the research methods employed, 3) the findings garnered by diverse researchers, and 4) the insights derived from the limitations of these studies, guiding future research directions. The findings suggest that scholars predominantly focus on discourse strategies and stylistic aspects. Qualitative studies often combine Discourse Analysis (DA) or Pragmatics, whereas quantitative studies more frequently employ methods like Partial Least Squares Structural Equation Modeling (PLS-SEM) or Regression Analysis. Furthermore, the findings underscore the effectiveness of well-crafted discourse strategies in facilitating viewing purchases. Future research directions should aim to incorporate a broader sample size and a more extensive blend of both empirical and quantitative methodologies. In conclusion, this study pioneers the synthesis of e-commerce live streaming discourse research, offering timely and reliable insights that establish a robust foundation for future investigations and point towards potential research trajectories.

Keywords:

Discourse; E-Commerce; Live Streaming; PRISMA; Systematic Literature Review

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How to Cite

Liu, Z., Yap, T. T., Zhang, X., & Sinayah, M. (2024). What Do We Know about E-commerce Live Streaming Discourse from Five Years of Research? A Systematic Review (2019–2023). Forum for Linguistic Studies, 6(6), 767–784. https://doi.org/10.30564/fls.v6i6.7520

Issue

Vol. 6 , Iss. 6 (December 2024)

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Article

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Copyright © 2024 Moussa Diagne Faye, Vini Yves Bernadin Loyara, Amadou Keita, Mamadou Diop, Angelbert Chabi Biaou, Mahamadou Koita, Hamma Yacouba

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