Factor loading, Cronbach’s alpha, CR, AVE of constructs
| Construct | Item | Factor loading | Cronbach’s alpha | CR | AVE |
|---|---|---|---|---|---|
| Communication immediacy, adopted from Carlson and Zmud (1999) | COM1: Live streaming shopping allows me to give and receive timely feedback regarding the products | 0.928 | 0.835 | 0.861 | 0.676 |
| COM2: Live streaming shopping allows me to use rich and varied language (varied words expressions or emojis) in my messages | 0.758 | ||||
| COM3: Live streaming shopping allows me to communicate about the product as I would in the store | 0.770 | ||||
| Visualization, adopted from Carlson and Zmud (1999) | VIS1: Live streaming shopping provides me with detailed pictures and videos of the products | 0.830 | 0.878 | 0.878 | 0.643 |
| VIS2: Live streaming shopping makes the product attributes visible to me | 0.818 | ||||
| VIS3: Live streaming shopping makes information about how to use products visible to me | 0.830 | ||||
| VIS4: Live streaming shopping helps me to visualize products like in the real world | 0.726 | ||||
| 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) | 0.702 | 0.807 | 0.751 | 0.502 |
| INT2: Live streaming shopping provides accurate sensory information about the products | 0.734 | ||||
| INT3: The experience of live streaming shopping gives me as much sensory information about the product as I would experience in a store | 0.689 | ||||
| Perceived utilitarian value, adopted from Loiacono et al. (2007) | PUV1: Products recommended by live streaming celebrities meet your needs | 0.797 | 0.929 | 0.928 | 0.684 |
| PUV2: Products recommended by live streaming celebrities have good practicality | 0.832 | ||||
| PUV3: Products recommended by live streaming celebrities are common necessities in daily life | 0.851 | ||||
| PUV4: Products recommended by live streaming celebrities are usually used in your daily life | 0.797 | ||||
| PUV5: Products recommended by live streaming celebrities meet your functional needs for such type | 0.832 | ||||
| PUV6: Products recommended by live streaming celebrities can solve your problem | 0.851 | ||||
| Perceived hedonic value, adopted from Mathwick et al. (2001) | PHV1: Live streaming shopping can bring you pleasure | 0.849 | 0.963 | 0.963 | 0.815 |
| PHV2: Live streaming shopping can provide you a happy shopping process | 0.896 | ||||
| PHV3: Live streaming shopping makes you enjoy watching the product recommendation process | 0.933 | ||||
| PHV4: Live streaming shopping makes you input the corresponding emotions when watching the recommendation process | 0.907 | ||||
| PHV5: Live streaming shopping meets your pursuit of pleasure | 0.933 | ||||
| PHV6: You are willing to share the joy of watching live streaming shopping with your friends | 0.896 | ||||
| Purchase intention, adopted from Chen and Lin (2018) | PUI1: I will consider live streaming shopping as my first shopping choice | 0.797 | 0.865 | 0.866 | 0.684 |
| PUI2: I intend to purchase products or services through live streaming shopping | 0.832 | ||||
| PUI3: I expect that I will purchase products or services through live streaming shopping | 0.851 |
| Construct | Item | Factor | Cronbach’s | CR | AVE |
|---|---|---|---|---|---|
| Communication immediacy, adopted from | COM1: Live streaming shopping allows me to give and receive timely feedback regarding the products | 0.928 | 0.835 | 0.861 | 0.676 |
| COM2: Live streaming shopping allows me to use rich and varied language (varied words expressions or emojis) in my messages | 0.758 | ||||
| COM3: Live streaming shopping allows me to communicate about the product as I would in the store | 0.770 | ||||
| Visualization, adopted from | VIS1: Live streaming shopping provides me with detailed pictures and videos of the products | 0.830 | 0.878 | 0.878 | 0.643 |
| VIS2: Live streaming shopping makes the product attributes visible to me | 0.818 | ||||
| VIS3: Live streaming shopping makes information about how to use products visible to me | 0.830 | ||||
| VIS4: Live streaming shopping helps me to visualize products like in the real world | 0.726 | ||||
| Interactivity, adopted from | 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) | 0.702 | 0.807 | 0.751 | 0.502 |
| INT2: Live streaming shopping provides accurate sensory information about the products | 0.734 | ||||
| INT3: The experience of live streaming shopping gives me as much sensory information about the product as I would experience in a store | 0.689 | ||||
| Perceived utilitarian value, adopted from | PUV1: Products recommended by live streaming celebrities meet your needs | 0.797 | 0.929 | 0.928 | 0.684 |
| PUV2: Products recommended by live streaming celebrities have good practicality | 0.832 | ||||
| PUV3: Products recommended by live streaming celebrities are common necessities in daily life | 0.851 | ||||
| PUV4: Products recommended by live streaming celebrities are usually used in your daily life | 0.797 | ||||
| PUV5: Products recommended by live streaming celebrities meet your functional needs for such type | 0.832 | ||||
| PUV6: Products recommended by live streaming celebrities can solve your problem | 0.851 | ||||
| Perceived hedonic value, adopted from | PHV1: Live streaming shopping can bring you pleasure | 0.849 | 0.963 | 0.963 | 0.815 |
| PHV2: Live streaming shopping can provide you a happy shopping process | 0.896 | ||||
| PHV3: Live streaming shopping makes you enjoy watching the product recommendation process | 0.933 | ||||
| PHV4: Live streaming shopping makes you input the corresponding emotions when watching the recommendation process | 0.907 | ||||
| PHV5: Live streaming shopping meets your pursuit of pleasure | 0.933 | ||||
| PHV6: You are willing to share the joy of watching live streaming shopping with your friends | 0.896 | ||||
| Purchase intention, adopted from | PUI1: I will consider live streaming shopping as my first shopping choice | 0.797 | 0.865 | 0.866 | 0.684 |
| PUI2: I intend to purchase products or services through live streaming shopping | 0.832 | ||||
| PUI3: I expect that I will purchase products or services through live streaming shopping | 0.851 |
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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