This study presents a bibliometric analysis of e-commerce live streaming (ECLS) research from 2019 to 2024 based on data retrieved from the Scopus database. A total of 277 publications were analyzed using VOSviewer to examine publication trends, disciplinary distribution, contributing countries and institutions, leading journals and authors, citation impact, and keyword co-occurrence patterns. The results reveal a rapid increase in scholarly output, with China emerging as the dominant contributor. Research in this field is highly interdisciplinary, spanning computer science, business, and social sciences. Keyword cluster analysis identifies core themes such as purchase intention, consumer engagement, trust, interactivity, and the application of S-O-R theory. Recent years show a shift toward emerging topics including virtual influencers, cross-border e-commerce, and platform-specific dynamics (e.g., TikTok, metaverse). This study offers a comprehensive overview of the knowledge structure and evolving research landscape of ECLS, providing insights and directions for future scholarly exploration.
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