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<p>This study explores the application of artificial intelligence in the field of live-streaming e-commerce through bibliometric analysis, aiming to reveal the knowledge structure, thematic evolution, and future research directions of this field. Based on 105 articles included in the Web of Science Core Collection up to March 2026, this study uses Biblioshiny and VOSviewer for performance analysis, bibliographic coupling analysis, co-word analysis, keyword overlay visualization, and trend topics analysis to deepen the systematic understanding of this interdisciplinary field. The coupling analysis results identified three core theme clusters in the literature: 1: Algorithmic Operations, Supply Chain Dynamics, and Platform Governance; 2: Mind Perception, Expectancy Violations, and Ethical Governance; and 3: Anthropomorphic Boundaries, Trust Building, and Contextual Matching Strategies. Co-word analysis further revealed the intrinsic connections between the above themes, clearly reflecting the close integration between multimodal feature persuasion, consumer psychological game theory, and macro-risk governance. The temporal analysis further shows that research attention has gradually shifted from virtual streamers, trust, and purchase intention toward broader concerns with AI virtual streamer systems, human-AI comparison, and emerging interaction boundaries. At the same time, network nodes also revealed the emergence of new issues such as attention masking effect, algorithm aversion, and human–computer interaction ethics. These findings explore the interdisciplinary integration of micro-consumer behavior and macro-enterprise management strategies from a theoretical perspective, thereby constructing a structured conceptual picture of the AI-driven live-streaming e-commerce field. This study deepens our understanding of the Human-AI symbiotic system and emphasizes the necessity of algorithmic transparency, technological ethics governance, and end-to-end intelligence for the sustainable development of the live streaming ecosystem.</p>

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The knowledge structure and thematic evolution of artificial intelligence research in live streaming e-commerce

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年7月12日

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  • Hansheng Wang,
  • Muhammad Suhaimi Mohd Yusof,
  • Ardio Sagita,
  • Adi Santoso

摘要

This study explores the application of artificial intelligence in the field of live-streaming e-commerce through bibliometric analysis, aiming to reveal the knowledge structure, thematic evolution, and future research directions of this field. Based on 105 articles included in the Web of Science Core Collection up to March 2026, this study uses Biblioshiny and VOSviewer for performance analysis, bibliographic coupling analysis, co-word analysis, keyword overlay visualization, and trend topics analysis to deepen the systematic understanding of this interdisciplinary field. The coupling analysis results identified three core theme clusters in the literature: 1: Algorithmic Operations, Supply Chain Dynamics, and Platform Governance; 2: Mind Perception, Expectancy Violations, and Ethical Governance; and 3: Anthropomorphic Boundaries, Trust Building, and Contextual Matching Strategies. Co-word analysis further revealed the intrinsic connections between the above themes, clearly reflecting the close integration between multimodal feature persuasion, consumer psychological game theory, and macro-risk governance. The temporal analysis further shows that research attention has gradually shifted from virtual streamers, trust, and purchase intention toward broader concerns with AI virtual streamer systems, human-AI comparison, and emerging interaction boundaries. At the same time, network nodes also revealed the emergence of new issues such as attention masking effect, algorithm aversion, and human–computer interaction ethics. These findings explore the interdisciplinary integration of micro-consumer behavior and macro-enterprise management strategies from a theoretical perspective, thereby constructing a structured conceptual picture of the AI-driven live-streaming e-commerce field. This study deepens our understanding of the Human-AI symbiotic system and emphasizes the necessity of algorithmic transparency, technological ethics governance, and end-to-end intelligence for the sustainable development of the live streaming ecosystem.