The prominence of livestreaming within the business sector has been on the rise, yielding a transformative impact on the retailing and service landscape. Livestreaming has evolved into an ever-interactive platform tailored for commerce purposes. This study systematically monitors the research dynamics revolving livestreaming by delineating the progression and diffusion of key topics, influential authors, and notable publications. Utilizing the Scopus and Web of Science databases, this study applied bibliometric techniques to extract insights concerning livestreaming research through (1) identifying countries, journals, authors, and publications making exceptional contributions, (2) examining co-citations and co-occurrence networks, (3) extracting prevalent keywords from previous studies, and (4) discerning thematic trends. The study identifies noteworthy gaps in the existing livestreaming literature, encompassing areas such as cross-cultural studies, differentiation of products across various livestreaming platforms, post-adoption behavior, dark sides of livestreaming, and issues related to intellectual property. Subsequently, the study puts forth a cohesive future research agenda addressing these identified gaps.

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直播作为电子商务的下一个前沿：文献计量分析和未来的研究议程

直播在商业领域的重要性不断上升，对零售和服务业格局产生了变革性影响。直播已发展成为一个专为商业目的而定制的互动平台。本研究通过描绘关键主题、有影响力的作者和著名出版物的进展和传播，系统地监测围绕直播的研究动态。本研究利用 Scopus 和 Web of Science 数据库，应用文献计量技术通过以下方式提取有关直播研究的见解：(1) 确定做出杰出贡献的国家、期刊、作者和出版物，(2) 检查同被引和同现网络， （3）从以前的研究中提取流行关键词，（4）辨别主题趋势。该研究指出了现有直播文献中值得注意的差距，涵盖跨文化研究、不同直播平台的产品差异化、采用后行为、直播的阴暗面以及与知识产权相关的问题等领域。随后，该研究提出了一个有凝聚力的未来研究议程，以解决这些已发现的差距。