Table 1.

List of questions

Interactivity – adapted from Hou et al. (2020) Co-experience – adapted from Lim et al. (2012) 
Active control (AC)Participation (P)

  1. Other audiences in the group influence my behavior

  2. My actions affect other audiences in the group

  3. My actions decided the kind of experiences I got

  1. I felt I was a part of the audience group of live streaming

  2. I had the impression that I was part of a live-streaming audience group

  3. I felt my participation is important when I can provide information about products

Two-way communication (TC)Cognitive communion (CC)

  1. The streamer was effective in gathering viewers’ feedback

  2. This streamer facilitated two-way communication between herself/himself and viewers

  3. The streamer made me feel she/he wanted to listen to her/his viewers

  4. This streamer gave viewers the opportunity to talk to her/him

  1. I had the impression that I was thinking along the same lines as the rest of the crowd

  2. I had the impression that my expertise was being shared with other audiences

  3. I had the impression that I had the same viewpoint as the rest of the crowd

Synchronicity (S)Resonant contagion (RC)

  1. My behavior was influenced by other audiences of the group

  2. My behavior influenced other audiences of the group

  3. Our audience group agreed upon similar opinions

  1. Other members of the group had an impact on my behavior

  2. My behavior had an impact on the other audiences of the group

  3. Our audience group agreed upon similar opinions

Consumer trust (CT) – adapted from Wongkitrungrueng and Assarut (2020) Customer engagement – adapted from Wongkitrungrueng and Assarut (2020) 

  1. I believe in the information that the seller provides through live streaming

  2. I can trust sellers in e-commerce that use live streaming

  3. I do not think that sellers in e-commerce who use live streaming would take advantage of me

  4. I think the products I order from live streaming on e-commerce will be as I imagined

  5. I believe that I will be able to use products like those demonstrated on live streaming on e-commerce

  6. I trust that the products I receive will be the same as those shown on live streaming on e-commerce

  1. I spend more time on pages that have live video streaming

  2. I will be a follower of a shop that uses live streaming in e-commerce

  3. I will track the activity of sellers who use the live streaming feature in e-commerce

  4. I will revisit the seller’s shop to watch their latest live-streaming video soon

  5. I tend to recommend sellers who use live streaming in e-commerce to my friends

  6. I advise my friends and family to conduct business with e-commerce sellers who use live streaming

  7. I will surely buy products from sellers who use live streaming in e-commerce in the near future

  8. When buying certain products, sellers who use live streaming in e-commerce are my first choice

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