Consumer Livestreaming Experience Scale

What it measures

A 33-item hierarchical scale measuring the Consumer Livestreaming Experience (CLX) across nine first-order constructs, three second-order dimensions (emotional, cognitive, and behavioural), and one overarching third-order CLX construct. Grounded in Customer Experience Theory and Service-Dominant Logic, the scale captures the affective, evaluative, and functional aspects of consumer engagement with livestreaming commerce platforms. Developed through a four-study process: a systematic literature review (PRISMA-guided, n=143 articles), Delphi expert panel refinement, EFA and CFA with student livestream shoppers (n=286), and nomological validity testing with a large consumer panel (n=1,497). CLX significantly predicted retention intentions (β=.770).

Response format

7-point Likert (1=strongly disagree/never, 7=strongly agree/always). Items use the stem 'While livestream shopping, I experienced...'

Scale items

Livestream Parasocial Relationship Experience — LPRX (α=.792, AVE=.616). Emotional dimension. Stem: 'While livestream shopping, I experienced feeling...'

• ...excitement when watching engaging streams from the streamer.
• ...joy when viewing highly attractive streams from the streamer.
• ...emotional support from the connection with the streamer.
• ...uplifted via interactions with the streamer.

Livestream Authenticity Experience — LAUX (α=.812, AVE=.640). Emotional dimension. Stem: 'While livestream shopping, I experienced feeling...'

• ...confident that the streamer's information aligned with reality.
• ...emotionally fulfilled by the streamer's honest presentation of products.
• ...trust in the streamer's reliability when showcasing products.
• ...emotional comfort from the streamer's consistent communication.

Livestream FOMO Experience — LFOX (α>.70, AVE not reported for 3-item version). Emotional dimension. Stem: 'While livestream shopping, I experienced feeling...'

• ...frustration when unable to participate in exclusive events hosted by the streamer.
• ...concern about not having immediate access to time-sensitive product launches.
• ...pressure to engage consistently with the streamer to avoid missing critical updates.

Livestream Social Learning Experience — LSLX (α=.765, AVE=.681). Cognitive dimension. Stem: 'While livestream shopping, I experienced gaining...'

• ...detailed knowledge about products and services in an informative way with other viewers.
• ...actionable tips through discussions with other viewers.
• ...the ability to make rational purchase decisions supported by other viewers.

Livestream Flow Experience — LFWX (α=.798, AVE=.623). Cognitive dimension. Stem: 'While livestream shopping, I experienced gaining...'

• ...full engagement with the streamer's presentation.
• ...an intense focus that made me lose track of time.
• ...a sense of priority toward the livestream content over other tasks.
• ...a mental escape from my daily routine.

Livestream Consumer-Brand Identification Experience — LBIX (α=.729, AVE=.552). Cognitive dimension. Stem: 'While livestream shopping, I experienced gaining...'

• ...alignment between the brand's values and my personal beliefs.
• ...a sense of resonance between the brand's personality and my sense of self.
• ...a sense of belonging to the brand's community.
• ...trust in the brand's alignment with my lifestyle choices.

Livestream Communication Experience — LCOX (α=.803, AVE=.717). Behavioural dimension. Stem: 'While livestream shopping, I experienced utilizing...'

• ...two-way communication with the streamer.
• ...two-way communication with other viewers.
• ...interactive features to engage with the streamer.

Livestream Personalization Experience — LPEX (α=.732, AVE=.651). Behavioural dimension. Stem: 'While livestream shopping, I experienced utilizing...'

• ...product recommendations tailored to my specific shopping preferences.
• ...professional suggestions that aligned with my unique browsing needs.
• ...tailored promotions that matched my interests.

Livestream Transaction Experience — LTRX (α=.805, AVE=.562). Behavioural dimension. Stem: 'While livestream shopping, I experienced utilizing...'

• ...efficient time management without unnecessary delays.
• ...quick and confident purchase decisions with the details provided.
• ...fast and seamless checkout options.
• ...a well-organized interface for effortless browsing and purchasing.
• ...a secure and reliable payment process.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

The scale has a hierarchical third-order structure: CLX ← {Emotional Experience ← [LPRX, LAUX, LFOX]; Cognitive Experience ← [LSLX, LFWX, LBIX]; Behavioural Experience ← [LCOX, LPEX, LTRX]}. Study 3 (n=286) Cronbach's alphas ranged from .814 to .916, all above .80. In the final Study 4 validation (n=1,497), alpha values ranged from .729 to .812; LBIX (.729), LSLX (.765), LPEX (.732), and LPRX (.792) fell below .80, though all exceeded the .70 threshold reported by the authors. AVE values across Study 4 ranged from .552 to .717, all exceeding .50. HTMT values remained below .90 in both studies, supporting discriminant validity. Nomological validity was confirmed: CLX positively predicted retention intentions (β=.770, p<.001), explaining 59% of variance. The scale was validated on a predominantly Chinese sample using WeChat, TikTok, Kuaishou, and Xiaohongshu platforms; cross-cultural replication is recommended before applying in Western contexts.

Citation

Azad Moghddam, H., & Mortimer, G. (2025). Measuring the consumer livestreaming experience: Scale development and validation. Journal of Retailing and Consumer Services, 87, 104395.

Keywords