Following the PRISMA 2020 guidelines, this study systematically reviews 16 peer-reviewed empirical journal articles on consumer conversion in tourism e-commerce live streaming (TEcLS), identified from Web of Science and Scopus. Through descriptive and content analysis, the review synthesizes publication characteristics, theoretical and methodological approaches, livestreaming antecedents, psychological mechanisms, boundary conditions, and conversion outcomes. The findings indicate that: (1) consumer conversion is driven by multiple antecedents, including content and presentation features, interaction and presence features, streamer characteristics, relational factors, and commercial, service, and co-creation factors. Their effects are transmitted through experiential and cognitive, trust and relational, and emotional and motivational mechanisms, while individual and situational conditions shape the strength of these relationships; (2) conversion outcomes range from purchase and booking intentions to immediate, impulsive, and cross-buying behaviors and observable sales outcomes, although the reviewed studies remain concentrated on short-term conversion outcomes; and (3) The reviewed studies span different platform ecosystems, streamer forms, and emerging technologies, while quantitative methods remain dominant. Based on these findings, this review proposes an integrated framework linking livestreaming antecedents, psychological mechanisms, boundary conditions, and consumer conversion outcomes. The framework provides a systematic basis for future TEcLS research and practical guidance for tourism firms, platforms, and livestreamers.
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