Pricing Strategies and Consumer Behavior in Live Streaming Commerce: The Role of Advertising Media in Customer Acquisition and Momentum Building

Abstract

This study conducts a Systematic Literature Review (SLR) to examine how businesses in the new media era leverage pricing strategies and advertising media within live streaming and short-video commerce to acquire customers and build momentum. Based on fifteen peerreviewed studies published between 2021 and 2025, the review synthesizes evidence across three themes: (1) pricing strategies and promotional mechanisms, including discounts, time-limited promotions, hunger marketing, and innovative models such as pay-what-you-want; (2) advertising media and influencer/platform features, focusing on credibility, persuasive communication, background design, and platform interactivity; and (3) consumer psychology and behavioral mechanisms, highlighting trust, perceived value, immersion, and parasocial relationships as mediators of purchasing outcomes. Findings reveal that while price promotions effectively stimulate impulse buying, their long-term impact depends on reinforcement through credible influencers and immersive media environments. The study extends theoretical models such as S-O-R, AIDA, and trust-transfer, while offering practical guidelines for balancing promotions with trust-building strategies to sustain consumer engagement and momentum.