Constructs and measurement items
| Variables | Codes | Measurement item | References |
|---|---|---|---|
| Expertise(Ex) | Ex1 | I think the streamer has rich product expertise | Li et al. (2025) |
| Ex2 | I think the streamer can make good use of this product | ||
| Ex3 | I think the streamer knows a lot about the product | ||
| Ex4 | The streamer shows deep, hands-on expertise with the product | ||
| Responsiveness(Re) | Re1 | I think the streamer actively responds to consumer questions or topics | Ma et al. (2024) |
| Re2 | The streamer responds to questions thoughtfully, not dismissively | ||
| Re3 | The advice is tailored to the individual | ||
| Personalization(Pe) | Pe1 | Sharing the moment with other consumers amplified my interest | Kang et al. (2021) |
| Pe2 | Shared danmaku perspectives reaffirmed my fit with this stream | ||
| Pe3 | The danmaku took the discussion deeper into key issues than I could by myself | ||
| Entertainment(En) | En1 | The real-time connection with other consumers via danmaku was very enjoyable | Joo and Yang (2023) |
| En2 | I lost myself in the stream and the chat, completely losing track of time | ||
| En3 | I found livestream consumer interactions intrinsically motivating | ||
| Perceived Trust(PT) | PT1 | I believe the streamer is honest with the consumers | Cheah et al. (2024) |
| PT2 | I trust that the recommendations come from the streamer's genuine experience | ||
| PT3 | I believe that the product information provided by the streamer is truthful | ||
| PT4 | I believe that the seller's conduct will align with the streamer's commitments | ||
| Price Sensitivity(PS) | PS1 | I pay more attention to the price of the product when watching the live streaming | Gu et al. (2024) |
| PS2 | I'd be reluctant to buy a product that requires an extra fee at the streamer's studio | ||
| PS3 | I'd hesitate to buy if I'm paying a premium for the stream experience | ||
| Purchase Intention(PI) | PI1 | I plan to keep watching the live streaming and consider buying later | Fu et al. (2024) |
| PI2 | I plan to shop regularly at this streamer's studio going forward | ||
| PI3 | I would like to recommend this streamer's studio to others | ||
| PI4 | I follow streamers to better understand products and guide my future purchases | ||
| PI5 | I'll go to this streamer's studio first for similar needs |
| Variables | Codes | Measurement item | References |
|---|---|---|---|
| Expertise(Ex) | Ex1 | I think the streamer has rich product expertise | |
| Ex2 | I think the streamer can make good use of this product | ||
| Ex3 | I think the streamer knows a lot about the product | ||
| Ex4 | The streamer shows deep, hands-on expertise with the product | ||
| Responsiveness(Re) | Re1 | I think the streamer actively responds to consumer questions or topics | |
| Re2 | The streamer responds to questions thoughtfully, not dismissively | ||
| Re3 | The advice is tailored to the individual | ||
| Personalization(Pe) | Pe1 | Sharing the moment with other consumers amplified my interest | |
| Pe2 | Shared danmaku perspectives reaffirmed my fit with this stream | ||
| Pe3 | The danmaku took the discussion deeper into key issues than I could by myself | ||
| Entertainment(En) | En1 | The real-time connection with other consumers via danmaku was very enjoyable | |
| En2 | I lost myself in the stream and the chat, completely losing track of time | ||
| En3 | I found livestream consumer interactions intrinsically motivating | ||
| Perceived Trust(PT) | PT1 | I believe the streamer is honest with the consumers | |
| PT2 | I trust that the recommendations come from the streamer's genuine experience | ||
| PT3 | I believe that the product information provided by the streamer is truthful | ||
| PT4 | I believe that the seller's conduct will align with the streamer's commitments | ||
| Price Sensitivity(PS) | PS1 | I pay more attention to the price of the product when watching the live streaming | |
| PS2 | I'd be reluctant to buy a product that requires an extra fee at the streamer's studio | ||
| PS3 | I'd hesitate to buy if I'm paying a premium for the stream experience | ||
| Purchase Intention(PI) | PI1 | I plan to keep watching the live streaming and consider buying later | |
| PI2 | I plan to shop regularly at this streamer's studio going forward | ||
| PI3 | I would like to recommend this streamer's studio to others | ||
| PI4 | I follow streamers to better understand products and guide my future purchases | ||
| PI5 | I'll go to this streamer's studio first for similar needs |
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