<p>This study utilized the Citespace and VOSviewer bibliometric tools to organize and visually analyze literature on live marketing from 2019 to 2025. The results indicate that the "people" factor primarily focuses on consumer participation and interactive behavior, live streamers' communication and emotional expression abilities, and their trust and identification with consumers. The "product" factor underscores the importance of providing attractive and interactive product or service content to stimulate consumer purchase intention. As for the "scenario" factor, live-streaming marketing creates a three-dimensional marketing scene that enhances information transmission through integrated media-rich visuals, making it more engaging and entertaining, effectively attracting consumer attention. Beyond descriptive mapping, the bibliometric evidence to propose an integrated, synergistic psychological model of live-streaming marketing grounded in the “people-product-scenario” (PPS) framework. This model explicates the dynamic, reciprocal interactions among dimensions and articulates how these interactions reconfigure established psychological constructs in real-time, socially rich digital environments. The analysis advances theoretical understanding by positioning the PPS framework as a valuable lens for deciphering the complex psychological mechanisms underlying technology-mediated, experiential commerce. It also offers managerial insights, underscores the importance of live-streaming marketing for businesses, and identifies opportunities for e-commerce growth and future research directions.</p>