Live streaming shopping, as an emerging form of social commerce, is becoming increasingly popular. The distinguishing affordances of live streaming shopping enable two types of vicarious learning namely coactive vicarious learning and independent vicarious learning for consumers. These learning processes will affect consumers’ live streaming shopping intentions. Based on means-end chain framework and vicarious learning theory, this study proposes a model in which five affordances of live streaming shopping affect consumers’ perceived value, and in turn affect their live streaming shopping intentions. Specifically, we posit that vicarious learning-related affordances (narration, comparison, encouragement, WOM referrals and observational learning) are instrumental to achieve the desired values (product knowledge, affective commitment and group identification), and these values are the final goals that trigger live streaming shopping intentions. The model will be validated by empirical data collected from major live streaming platforms in China.
Li, Mengyi; Min, Qingfei; Hu, Lixia; and Liu, Zhiyong, "Understanding Live Streaming Shopping Intentions: A Vicarious Learning Perspective" (2020). PACIS 2020 Proceedings. 108.
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