How does vicarious learning shape the impulse buying behavior in live- streaming shopping?

Abstract

With the rise of live-streaming shopping, this research examines how vicarious learning experiences influence consumers' impulse buying behaviors. Adopting vicarious learning theory, the study distinguishes between coactive vicarious learning (CVL), involving active engagement with streamers, and independent vicarious learning (IVL) through passive observation. This research aims to explore the impact of vicarious learning on impulse buying behaviour, investigating how individuals' spontaneous purchasing decisions are influenced by observing others. Utilizing a mixed-methods approach, including surveys and experimental designs, the study examines the vicarious learning experiences through live-streaming underlying impulse behaviors. Data from 300 students from many different customer groups in Vietnam were collected by the authors for analysis. The study contributes to a deeper understanding of the interplay between vicarious learning and impulsive buying behavior, offering practical implications for retailers and researchers in the field of consumer behavior. In view of the growth of live streaming, the findings provide useful insights for theorists and marketers to optimize platforms and streamer strategies for engaging consumers and prompting impulsive purchases. The research offers a nuanced perspective on how diverse vicarious learning experiences shape emerging live-streaming shopping environments.