{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,14]],"date-time":"2026-05-14T03:40:24Z","timestamp":1778730024618,"version":"3.51.4"},"reference-count":93,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2023,4,19]],"date-time":"2023-04-19T00:00:00Z","timestamp":1681862400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2024,5,21]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>This article seeks to understand how live-streaming technology (i.e. interactivity and effective use of live-streaming shopping\u2019s information presentation tool) impacts consumers\u2019 credibility perception regarding live streamers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors empirically examined their hypotheses with data (<jats:italic>n<\/jats:italic>\u00a0=\u00a0405) collected from a survey of consumers who engage in live-streaming shopping.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results demonstrate that vicarious learning strategies (both coactive and independent) can shape consumers\u2019 benefit perceptions (i.e. virtual presence and psychological proximity), and further have a positive effect on consumers\u2019 personal value (i.e. perceived live streamer credibility). Furthermore, the\u00a0consumers\u2019 perception of the live streamers\u2019 credibility positively affects their purchase intention and ultimately influences their purchase behavior.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Building on the vicarious learning theory and means-end chain (MEC) model, this study investigates the mechanism of the IT features of live-streaming shopping in reducing consumers\u2019 uncertainty about live streamers. This study reveals the value of vicarious learning experiences in reducing consumers\u2019 uncertainty and further enhancing their purchase behavior.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-06-2022-0415","type":"journal-article","created":{"date-parts":[[2023,4,18]],"date-time":"2023-04-18T06:55:28Z","timestamp":1681800928000},"page":"891-916","source":"Crossref","is-referenced-by-count":33,"title":["The role of vicarious learning strategies in shaping consumers' uncertainty: the case of live-streaming shopping"],"prefix":"10.1108","volume":"34","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5234-6674","authenticated-orcid":false,"given":"Jinqi","family":"Men","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7623-5920","authenticated-orcid":false,"given":"Xiabing","family":"Zheng","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7243-3521","authenticated-orcid":false,"given":"Robert M.","family":"Davison","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,4,19]]},"reference":[{"key":"key2024052107014820400_ref001","volume-title":"Understanding Attitudes and Predicting Social Behavior","year":"1980"},{"key":"key2024052107014820400_ref002","doi-asserted-by":"crossref","first-page":"561","DOI":"10.1016\/j.jbusres.2018.11.012","article-title":"The role of knowledge spillovers and cultural intelligence in enhancing expatriate employees' individual and team creativity","volume":"101","year":"2019","journal-title":"Journal of Business Research"},{"key":"key2024052107014820400_ref003","article-title":"Validating formative partial least squares (PLS) models: methodological review and empirical illustration","year":"2009"},{"key":"key2024052107014820400_ref004","doi-asserted-by":"crossref","first-page":"2075","DOI":"10.1108\/EJM-09-2017-0576","article-title":"Livestreaming vs pre-recorded: how social viewing strategies impact consumers' viewing experiences and behavioral intentions","volume":"52","year":"2018","journal-title":"European Journal of Marketing"},{"issue":"3","key":"key2024052107014820400_ref005","doi-asserted-by":"crossref","first-page":"396","DOI":"10.1177\/002224377701400320","article-title":"Estimating nonresponse bias in mail surveys","volume":"14","year":"1977","journal-title":"Journal of Marketing Research"},{"issue":"1","key":"key2024052107014820400_ref006","doi-asserted-by":"crossref","first-page":"57","DOI":"10.1007\/s11409-017-9178-x","article-title":"Regulation and socio-emotional interactions in a positive and a negative group climate","volume":"13","year":"2018","journal-title":"Metacognition and Learning"},{"key":"key2024052107014820400_ref007","volume-title":"Social Learning Theory","year":"1977"},{"issue":"3","key":"key2024052107014820400_ref008","doi-asserted-by":"crossref","first-page":"775","DOI":"10.1108\/APJML-09-2021-0707","article-title":"Understanding customers' stickiness of live streaming commerce platforms: an empirical study based on modified e-commerce system success model","volume":"35","year":"2023","journal-title":"Asia Pacific Journal of Marketing and Logistics"},{"issue":"4","key":"key2024052107014820400_ref009","doi-asserted-by":"crossref","first-page":"500","DOI":"10.1016\/j.jretai.2016.09.002","article-title":"E-service quality: development of a hierarchical model","volume":"92","year":"2016","journal-title":"Journal of Retailing"},{"key":"key2024052107014820400_ref010","article-title":"Bridging psychological distance: the impact of immersive media on distant and proximal environmental issues","volume":"115","year":"2021","journal-title":"Computers in Human Behavior"},{"key":"key2024052107014820400_ref011","volume-title":"Cross-cultural Research Methods","year":"1973"},{"key":"key2024052107014820400_ref012","article-title":"Live streaming commerce: uses and gratifications approach to understanding consumers' motivations","year":"2019"},{"issue":"4","key":"key2024052107014820400_ref013","doi-asserted-by":"crossref","first-page":"689","DOI":"10.2307\/20650323","article-title":"Interpretation of formative measurement in information systems research","volume":"33","year":"2009","journal-title":"MIS Quarterly"},{"issue":"1","key":"key2024052107014820400_ref014","doi-asserted-by":"crossref","first-page":"293","DOI":"10.1016\/j.tele.2017.12.003","article-title":"What drives live-stream usage intention? 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