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).
Azad Moghddam, H., & Mortimer, G. (2025). Measuring the consumer livestreaming experience: Scale development and validation. Journal of Retailing and Consumer Services, 87, 104395.
Free access to 2023+ psychometric scales at PsychScales