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A Systematic Review on Agri‐Food Live Streaming E‐Commerce

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  • Yuyang Fan

Abstract

Over the past decade, live streaming e‐commerce (LSEC) has become a key driver of agri‐food marketing transformation and rural economic revitalization, yet it lacks systematic synthesis of empirical evidence specific to this domain, leading to fragmented insights and limited practical guidance that hinder sustainable, inclusive agri‐food system development. Following the Preferred Reporting Items for Systematic Reviews (PRISMA) framework and SPIDER protocol, this systematic review maps core research topics (consumer outcomes, supply chain optimization, and technology application), theories, methods, and implications based on 68 peer‐reviewed journal articles indexed in Web of Science during 2016–2025. It contributes to agri‐food systems and e‐commerce literature by proposing standardized terminology and unified definitions for key constructs, developing a conceptual framework linking core research topics to multi‐dimensional value enhancement, and advancing a supply chain model delineating key stakeholder interactions in agri‐food LSEC—collectively informing agricultural modernization, rural development, and agri‐food system resilience. The review also highlights critical limitations and offers targeted future research directions, providing comprehensive actionable insights for policymakers, practitioners, and researchers to advance the creation of economic, social, and environmental values through LSEC in the agri‐food sector.

Suggested Citation

  • Yuyang Fan, 2026. "A Systematic Review on Agri‐Food Live Streaming E‐Commerce," Journal of Economic Surveys, Wiley Blackwell, vol. 40(4), pages 2185-2208, September.
    • Handle: RePEc:bla:jecsur:v:40:y:2026:i:4:p:2185-2208
    DOI: 10.1111/joes.70092
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