HTMT values
| Variables | EN | ET | IB | PB | SA | SE | SI | ST | VE |
|---|---|---|---|---|---|---|---|---|---|
| Entertainment (EN) | |||||||||
| Emotional trust (ET) | 0.682 | ||||||||
| Impulsive buying (IB) | 0.538 | 0.664 | |||||||
| Purchase behavior (PB) | 0.657 | 0.718 | 0.609 | ||||||
| Streamer attractiveness (SA) | 0.745 | 0.670 | 0.507 | 0.671 | |||||
| Streamer expertise (SE) | 0.688 | 0.574 | 0.395 | 0.620 | 0.753 | ||||
| Streamer interaction (SI) | 0.731 | 0.824 | 0.570 | 0.721 | 0.631 | 0.577 | |||
| Streamer trustworthiness (ST) | 0.721 | 0.688 | 0.435 | 0.640 | 0.755 | 0.753 | 0.647 | ||
| Viewer engagement (VE) | 0.734 | 0.775 | 0.683 | 0.780 | 0.641 | 0.542 | 0.802 | 0.654 |
| Variables | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| Entertainment ( | |||||||||
| Emotional trust ( | 0.682 | ||||||||
| Impulsive buying ( | 0.538 | 0.664 | |||||||
| Purchase behavior ( | 0.657 | 0.718 | 0.609 | ||||||
| Streamer attractiveness ( | 0.745 | 0.670 | 0.507 | 0.671 | |||||
| Streamer expertise ( | 0.688 | 0.574 | 0.395 | 0.620 | 0.753 | ||||
| Streamer interaction ( | 0.731 | 0.824 | 0.570 | 0.721 | 0.631 | 0.577 | |||
| Streamer trustworthiness ( | 0.721 | 0.688 | 0.435 | 0.640 | 0.755 | 0.753 | 0.647 | ||
| Viewer engagement ( | 0.734 | 0.775 | 0.683 | 0.780 | 0.641 | 0.542 | 0.802 | 0.654 |
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