Table 1.

Factor loading, Cronbach’s alpha, CR, AVE of constructs

ConstructItemFactor
loading
Cronbach’s
alpha
CRAVE
Communication immediacy, adopted from
Carlson and Zmud (1999) 
COM1: Live streaming shopping allows me to give and receive timely feedback regarding the products0.9280.8350.8610.676
COM2: Live streaming shopping allows me to use rich and varied language (varied words expressions or emojis) in my messages0.758
COM3: Live streaming shopping allows me to communicate about the product as I would in the store0.770
Visualization, adopted from Carlson and Zmud (1999) VIS1: Live streaming shopping provides me with detailed pictures and videos of the products0.8300.8780.8780.643
VIS2: Live streaming shopping makes the product attributes visible to me0.818
VIS3: Live streaming shopping makes information about how to use products visible to me0.830
VIS4: Live streaming shopping helps me to visualize products like in the real world0.726
Interactivity, adopted from Fiore et al. (2005) INT1: Live streaming shopping allows me to acquire a wide variety of product features (such as texture, appearance of clothes on different models, different possible clothes combinations, and so on)0.7020.8070.7510.502
INT2: Live streaming shopping provides accurate sensory information about the products0.734
INT3: The experience of live streaming shopping gives me as much sensory information about the product as I would experience in a store0.689
Perceived utilitarian value, adopted from Loiacono et al. (2007) PUV1: Products recommended by live streaming celebrities meet your needs0.7970.9290.9280.684
PUV2: Products recommended by live streaming celebrities have good practicality0.832
PUV3: Products recommended by live streaming celebrities are common necessities in daily life0.851
PUV4: Products recommended by live streaming celebrities are usually used in your daily life0.797
PUV5: Products recommended by live streaming celebrities meet your functional needs for such type0.832
PUV6: Products recommended by live streaming celebrities can solve your problem0.851
Perceived hedonic value, adopted from Mathwick et al. (2001) PHV1: Live streaming shopping can bring you pleasure0.8490.9630.9630.815
PHV2: Live streaming shopping can provide you a happy shopping process0.896
PHV3: Live streaming shopping makes you enjoy watching the product recommendation process0.933
PHV4: Live streaming shopping makes you input the corresponding emotions when watching the recommendation process0.907
PHV5: Live streaming shopping meets your pursuit of pleasure0.933
PHV6: You are willing to share the joy of watching live streaming shopping with your friends0.896
Purchase intention, adopted from Chen and Lin (2018) PUI1: I will consider live streaming shopping as my first shopping choice0.7970.8650.8660.684
PUI2: I intend to purchase products or services through live streaming shopping0.832
PUI3: I expect that I will purchase products or services through live streaming shopping0.851

Notes(s): Table 2 further validates satisfactory discriminant validity by comparing the square root of the AVE for each construct with the correlations between constructs. As illustrated in Table 2, the square root values of AVE for each construct exceed the correlations between constructs, affirming robust discriminant validity between each pair of constructs. Additionally, to mitigate common method bias, Harman’s single-factor method was employed. Unrotated principal component factor analysis elucidates 35.05 % of the variance (below 50%), indicating an absence of common method bias (Mackenzie and Podsakoff, 2012). Additionally, Table 3 presents the values of heterotrait-monotrait ratio (HTMT): these are less than 1 (Wang et al., 2022), further reinforcing the good discriminant validity of the proposed research model

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