The role of vicarious learning strategies in shaping consumers' uncertainty: the case of live-streaming shopping

• Published in: Internet research Vol. 34; no. 3; pp. 891 - 916
• Main Authors: Men, Jinqi, Zheng, Xiabing, Davison, Robert M.
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 21.05.2024; Emerald Group Publishing Limited
• Subjects: Behavior; Communication; Consumers; Credibility; Electronic commerce; Influence; Learning; Learning Processes; Learning Strategies; Learning Theories; Learning theory; Perception; Perceptions; Real time; Shopping; Streaming media; Uncertainty; Vicarious learning; Live-streaming shopping; Credibility; Means-end chain model

PurposeThis article seeks to understand how live-streaming technology (i.e. interactivity and effective use of live-streaming shopping’s information presentation tool) impacts consumers’ credibility perception regarding live streamers.Design/methodology/approachThe authors empirically examined their...