Antecedents of Enterprise Success in Live Streaming E-Commerce: A Systematic Literature Review and Conceptual Synthesis
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Abstract
This academic article aims to review existing literature and propose key antecedent factors affecting enterprise success in the live streaming e-commerce industry. It is framed as a literature-based, theory-informed article for synthesis. Using a systematic literature review approach, peer-reviewed journal articles were identified through keyword searches combining “live streaming e-commerce,” “enterprise success,” “logistics operations,” “entrepreneurial characteristics,” and “customer relationship management.” Studies were included when they directly examined enterprise-level antecedents or multidimensional performance outcomes in live streaming e-commerce, while duplicates and studies without a clear connection to enterprise performance were excluded. In total, 26 peer-reviewed articles are examined, and the synthesized evidence highlights three critical antecedents—logistics operations, entrepreneurial characteristics, and customer relationship management (CRM)—as the most frequently cited and empirically supported drivers of enterprise success. These antecedents are organized into a conceptual framework grounded in the Balanced Scorecard (BSC), encompassing four key dimensions of performance: financial performance, customer satisfaction, internal process efficiency, and organizational learning. By aligning the three antecedents with BSC dimensions, the article provides a coherent basis for interpreting successful drivers and their associated performance outcomes. The proposed framework further clarifies how operational, strategic, and relational capabilities work in combination to shape enterprise success in the live streaming e-commerce context. The article contributes to the literature by offering a structured and theory-based model that consolidates fragmented findings across disciplines and presents a holistic view of success factors. Practical recommendations are provided for business managers to strengthen digital competitiveness through improved logistics, innovation-driven entrepreneurship, and advanced CRM systems. In addition, policy implications are outlined to support digital infrastructure, regulatory development, and inclusive access for small and medium-sized enterprises (SMEs). Finally, future research directions are proposed to empirically validate and expand the conceptual model in varied geographic and industry contexts
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