Commercial Value Creation Across Live‐Streaming Shopping, Entertainment and Tourism: An ADO – TCM Systematic Review and Practitioner Perspectives

ABSTRACT

Live‐streaming has emerged as a significant channel for commercial value creation; however, research on live‐streaming in shopping, entertainment and tourism has largely developed in isolation, resulting in an insufficient understanding of the cross‐domain similarities and differences in value‐creation mechanisms. This study compares the creation of commercial value across these three domains by integrating academic synthesis with practitioner evidence. Utilising the antecedents, decisions and outcomes (ADO) as well as theory, context and method (TCM) frameworks, Study 1 follows the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) protocol to review 352 peer‐reviewed articles and code the antecedents, decision mechanisms, outcomes, theories, contexts and methods for cross‐domain comparison. Moreover, Study 2 employs semi‐structured interviews with 20 Chinese live‐streaming practitioners, including platform managers, brand‐side operators and professional streamers, to thematically examine the practical operation of identified mechanisms. The review identifies seven antecedent categories, three decision‐mechanism clusters and four outcome categories, with social interaction, platform affordances, streamer characteristics and trust as shared foundations across domains. Nonetheless, value creation is structurally differentiated: shopping is driven by cognitive evaluation, trust formation and transactional conversion; entertainment by affective engagement, parasocial interaction and monetised engagement; and tourism by technology affordance‐enabled immersion, authenticity evaluation and destination attachment. Practitioner evidence validates these mechanisms while highlighting under‐examined mechanisms, including algorithm‐driven visibility, content innovation and operational constraints. This study provides a mechanism‐based, domain‐sensitive understanding of live‐streaming, positioning the ADO–TCM framework as a comparative tool for distinguishing shared mechanisms from domain‐specific configurations. Furthermore, it outlines a research agenda on negative consequences, stakeholder configurations, methodological diversification and cross‐cultural boundary conditions. For streamers, brands and platforms, the findings indicate that value creation strategies should be aligned with the dominant decision‐making mechanisms of each domain rather than being applied uniformly across domains.