From: Why consumers have impulsive purchase behavior in live streaming: the role of the streamer
Variable | Standardized Loadings | α | C.R | AVE |
---|---|---|---|---|
Personal Charisma | 0.617 | 0.817 | 0.7820 | 0.5477 |
 | 0.794 |  |  |  |
 | 0.795 |  |  |  |
 | 0.719 |  |  |  |
Professionalism | 0.720 | 0.760 | 0.7612 | 0.5153 |
 | 0.696 |  |  |  |
 | 0.737 |  |  |  |
Interactivity | 0.699 | 0.750 | 0.7519 | 0.5033 |
 | 0.665 |  |  |  |
 | 0.761 |  |  |  |
Entertainment | 0.714 | 0.788 | 0.7975 | 0.5684 |
 | 0.731 |  |  |  |
 | 0.813 |  |  |  |
Cognitive Trust | 0.712 | 0.746 | 0.7523 | 0.5034 |
 | 0.675 |  |  |  |
 | 0.740 |  |  |  |
Emotional Trust | 0.653 | 0.781 | 0.7872 | 0.5540 |
 | 0.789 |  |  |  |
 | 0.783 |  |  |  |
Enjoyment | 0.757 | 0.839 | 0.8397 | 0.5672 |
 | 0.735 |  |  |  |
 | 0.789 |  |  |  |
 | 0.730 |  |  |  |
Concentration | 0.683 | 0.895 | 0.8977 | 0.6893 |
 | 0.833 |  |  |  |
 | 0.906 |  |  |  |
 | 0.881 |  |  |  |
Impulsive Purchase Behavior | 0.799 | 0.749 | 0.7605 | 0.5161 |
 | 0.648 |  |  |  |
 | 0.700 |  |  |  |