Constructs and items
| Constructs | Items | Constructs | Items |
|---|---|---|---|
| Perceived Attractiveness (Park & Lin, 2020) | The streamer gives me a good feeling The streamer is not attractive (reverse) The streamer catches my attention | Perceived Similarity (Feick & Higie, 1992) | The streamer and I share similarities in tastes and preferences The streamer has similar values and beliefs with me |
| Perceived Utilitarian Value (Yuan et al., 2022) | The content of the live streaming is functional The content of the live streaming is useful The content of the live streaming is practically meaningful | Perceived Hedonic Value (Jahn & Kunz, 2012) | Watching the live streaming is enjoyable Watching the live streaming makes me feel relaxed I feel pleasant when watching the live streaming |
| Perceived Symbolic Value (Steg, 2005; Steg et al., 2001) | Involving into the live streaming makes me feel socially acceptable Involving into the live streaming can help me make a good impression on others Involving into the live streaming would improve the way I am perceived | Gifting Intention (Wan et al., 2017) | I am very likely to send virtual gifts to the streamer I would consider gifting the streamer in the future I intend to buy the virtual gifts for the streamer |
| Constructs | Items | Constructs | Items |
|---|---|---|---|
| Perceived Attractiveness ( | The streamer gives me a good feeling | Perceived Similarity ( | The streamer and I share similarities in tastes and preferences |
| Perceived Utilitarian Value ( | The content of the live streaming is functional | Perceived Hedonic Value ( | Watching the live streaming is enjoyable |
| Perceived Symbolic Value ( | Involving into the live streaming makes me feel socially acceptable | Gifting Intention ( | I am very likely to send virtual gifts to the streamer |