Table 1.
Variable measurement scale.
| Variable | Measuring project | Factor loading |
|---|---|---|
| Physical attractiveness | I think this anchor is very attractive physically. | 0.97 |
| I think this anchor is quite pretty/handsome. | 0.95 | |
| I think this anchor is very sexy. | 0.76 | |
| Professional ability | I think this anchor has professional skills. | 0.80 |
| I think this anchor has special skills. | 0.72 | |
| I think this anchor has rich experience in using the recommended products. | 0.82 | |
| I think this anchor has professional knowledge. | 0.88 | |
| Social attractiveness | I think this anchor could be a friend of mine. | 0.88 |
| I think it's very easy to communicate with this anchor. | 0.73 | |
| I would like to have a friendly chat with this anchor. | 0.93 | |
| I think we can form a personal friendship with each other. | 0.86 | |
| Para-social interaction | I look forward to watching the livestreaming on his/her live channel. | 0.80 |
| If this anchor appeared on another livestreaming platform, I would watch him/her living. | 0.76 | |
| When I'm watching this anchor, I feel as if I am part of his/her group. | 0.77 | |
| I think this anchor is like an old friend. | 0.79 | |
| I would like to meet this anchor in person. | 0.71 | |
| If there was information about this anchor online, I would read it. | 0.71 | |
| This anchor makes me feel comfortable, as if I am with a friend. | 0.71 | |
| When this anchor shows how his/her feels about a brand, it influences the viewers' perception about the brand. | 0.64 | |
| Affective trust in anchors | I would like to share my thoughts or feelings with this anchor. | 0.86 |
| I think this anchor is willing to listen to my problems or difficulties. | 0.93 | |
| I feel a sense of loss when I couldn't see the live streaming of this anchor. | 0.91 | |
| I think this anchor will care about and respond to my needs. | 0.89 | |
| Intention to follow advice | I think it would be comfortable to use what this anchor recommends. | 0.91 |
| I would not hesitate to take into account the suggestions about product purchases given by this anchor. | 0.82 | |
| I would feel secure in following the suggestions about product purchases made by this anchor. | 0.92 | |
| I would rely on the recommendations about product purchases made by this anchor. | 0.80 |
Significance level p < 0.001; χ2 = 1,047.23; χ2/df = 3.39, RMSEA = 0.08, SRMR = 0.07, CFI = 0.91; TLI = 0.90; The intention to recommend anchors adopts the scale of Casaló et al. (2020), which has only one item and belongs to an observation variable; therefore, reliability and validity tests are not conducted.