Measurement items
| Measures/Items | Adapted from |
|---|---|
| Streamer entertainment | |
| EN1. I think the streamer’s performance is very interesting | Li et al. (2024b) |
| EN2. I think the streamer’s performance makes me relax | |
| EN3. I think the streamer’s performance makes me happy | |
| Emotional trust | |
| ET1. The streamer will treat me with enthusiasm and care | Li et al. (2024a) |
| ET2. The streamer will kindly reply to my questions on the bullet screen | |
| ET3. I will freely share my thoughts and feelings with the streamer | |
| ET4. If I can’t watch the live streaming of the streamer again, I will feel sad | |
| Impulsive buying | |
| IB1. I often buy things I didn’t intend to buy in the live streaming | Li et al. (2024b) |
| IB2. In the live streaming, I often find some products that I don’t plan to buy | |
| IB3. I often buy a product without thinking in the live streaming | |
| Purchase behavior | |
| PB1. I have purchased products/services through livestream shopping | Hossain et al. (2023) |
| PB2. I frequently purchase products/services from this streamer’s livestreams | |
| PB3. I have spent a considerable amount of money on livestream shopping | |
| PB4. I intend to continue purchasing products from this streamer’s livestreams in the future | |
| Streamer attractiveness | |
| SA1. The streamer has a strong attractiveness | Rungruangjit (2022) |
| SA2. The streamer has a very beautiful face | |
| SA3. The streamer has a very persuasive voice | |
| SA4. The streamer catches my attention | |
| Streamer expertise | |
| SE1. The streamer has expertise in her/his field | Rungruangjit (2022) |
| SE2. The streamer has product experience | |
| SE3. The streamer has extensive product knowledge | |
| SE4. The streamer has skills related to the products/brands he/she sells | |
| Streamer interaction | |
| SI1. The streamer has good interaction with me | Li et al. (2024a) |
| SI2. The streamer can respond and answer the barrage in time | |
| SI3. The streamer can respond and answer the bullet screen in time | |
| SI4. The distance between me and the streamer is shortening | |
| Streamer trustworthiness | |
| ST1. The streamer is a sincere person | Rungruangjit (2022) |
| ST2. The streamer is an honest person | |
| ST3. The streamer is a reliable source of information | |
| Viewer engagement | |
| VE1. I often interact with others’ comments and responses in this livestream | Calder et al. (2009), Hollebeek et al. (2014) |
| VE2. I feel connected to others when participating in this livestream | |
| VE3. I feel completely absorbed in this livestream | |
| VE4. I enjoy participating in activities and games organized by the streamer during the livestream |
| Measures/Items | Adapted from |
|---|---|
| EN1. I think the streamer’s performance is very interesting | |
| EN2. I think the streamer’s performance makes me relax | |
| EN3. I think the streamer’s performance makes me happy | |
| ET1. The streamer will treat me with enthusiasm and care | |
| ET2. The streamer will kindly reply to my questions on the bullet screen | |
| ET3. I will freely share my thoughts and feelings with the streamer | |
| ET4. If I can’t watch the live streaming of the streamer again, I will feel sad | |
| IB1. I often buy things I didn’t intend to buy in the live streaming | |
| IB2. In the live streaming, I often find some products that I don’t plan to buy | |
| IB3. I often buy a product without thinking in the live streaming | |
| PB1. I have purchased products/services through livestream shopping | |
| PB2. I frequently purchase products/services from this streamer’s livestreams | |
| PB3. I have spent a considerable amount of money on livestream shopping | |
| PB4. I intend to continue purchasing products from this streamer’s livestreams in the future | |
| SA1. The streamer has a strong attractiveness | |
| SA2. The streamer has a very beautiful face | |
| SA3. The streamer has a very persuasive voice | |
| SA4. The streamer catches my attention | |
| SE1. The streamer has expertise in her/his field | |
| SE2. The streamer has product experience | |
| SE3. The streamer has extensive product knowledge | |
| SE4. The streamer has skills related to the products/brands he/she sells | |
| SI1. The streamer has good interaction with me | |
| SI2. The streamer can respond and answer the barrage in time | |
| SI3. The streamer can respond and answer the bullet screen in time | |
| SI4. The distance between me and the streamer is shortening | |
| ST1. The streamer is a sincere person | |
| ST2. The streamer is an honest person | |
| ST3. The streamer is a reliable source of information | |
| VE1. I often interact with others’ comments and responses in this livestream | |
| VE2. I feel connected to others when participating in this livestream | |
| VE3. I feel completely absorbed in this livestream | |
| VE4. I enjoy participating in activities and games organized by the streamer during the livestream |
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