Table 1. Results of measurement model...

Table 1.

Results of measurement model

Latent variable	Items	Outer loading	VIF	Cronbach’s alpha	CR	AVE
Streamer entertainment	EN1	0.900	2.466	0.879	0.925	0.805
	EN2	0.895	2.351
	EN3	0.897	2.455
Emotional trust	ET1	0.867	2.425	0.869	0.910	0.718
	ET2	0.857	2.342
	ET3	0.855	2.294
	ET4	0.808	1.874
Impulsive buying	IB1	0.915	2.773	0.871	0.921	0.796
	IB2	0.882	2.177
	IB3	0.878	2.254
Purchase behavior	PB1	0.857	2.271	0.893	0.926	0.757
	PB2	0.881	2.786
	PB3	0.877	2.734
	PB4	0.864	2.325
Streamer attractiveness	SA1	0.828	1.922	0.871	0.912	0.721
	SA2	0.823	1.932
	SA3	0.875	2.479
	SA4	0.870	2.324
Streamer expertise	SE1	0.887	2.897	0.919	0.943	0.804
	SE2	0.895	3.006
	SE3	0.913	3.382
	SE4	0.891	2.891
Streamer interaction	SI1	0.867	2.308	0.891	0.925	0.754
	SI2	0.863	2.386
	SI3	0.869	2.433
	SI4	0.875	2.379
Streamer trustworthiness	ST1	0.915	2.920	0.899	0.937	0.832
	ST2	0.920	3.093
	ST3	0.901	2.483
Viewer engagement	VE1	0.834	2.127	0.875	0.914	0.727
	VE2	0.867	2.401
	VE3	0.864	2.249
	VE4	0.846	2.079

Latent variable	Items	Outer loading	VIF	Cronbach’s alpha	CR	AVE
Streamer entertainment	EN1	0.900	2.466	0.879	0.925	0.805
	EN2	0.895	2.351
	EN3	0.897	2.455
Emotional trust	ET1	0.867	2.425	0.869	0.910	0.718
	ET2	0.857	2.342
	ET3	0.855	2.294
	ET4	0.808	1.874
Impulsive buying	IB1	0.915	2.773	0.871	0.921	0.796
	IB2	0.882	2.177
	IB3	0.878	2.254
Purchase behavior	PB1	0.857	2.271	0.893	0.926	0.757
	PB2	0.881	2.786
	PB3	0.877	2.734
	PB4	0.864	2.325
Streamer attractiveness	SA1	0.828	1.922	0.871	0.912	0.721
	SA2	0.823	1.932
	SA3	0.875	2.479
	SA4	0.870	2.324
Streamer expertise	SE1	0.887	2.897	0.919	0.943	0.804
	SE2	0.895	3.006
	SE3	0.913	3.382
	SE4	0.891	2.891
Streamer interaction	SI1	0.867	2.308	0.891	0.925	0.754
	SI2	0.863	2.386
	SI3	0.869	2.433
	SI4	0.875	2.379
Streamer trustworthiness	ST1	0.915	2.920	0.899	0.937	0.832
	ST2	0.920	3.093
	ST3	0.901	2.483
Viewer engagement	VE1	0.834	2.127	0.875	0.914	0.727
	VE2	0.867	2.401
	VE3	0.864	2.249
	VE4	0.846	2.079

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