Table 3.
Measurement model, results of standardized item loadings, construct reliability and convergent validity.
| Constructs | Items | Loading (>0.6) | CA (>0.9) | AVE (>0.5) | CR (>0.8) |
|---|---|---|---|---|---|
| Purchase Intentions | INT1: Products recommended by the famous internet celebrity are worth buying. | 0.904 | 0.911 | 0.849 | 0.944 |
| INT2: You are willing to buy famous internet celebrity's products on Taobao live stream | 0.929 | ||||
| INT3: You will buy famous internet celebrity's products on Taobao live stream | 0.931 | ||||
| Attractiveness | ATT1: The famous internet celebrity has a strong attractiveness. | 0.825 | 0.925 | 0.692 | 0.940 |
| ATT2: The famous internet celebrity has a very beautiful face. | 0.769 | ||||
| ATT3: The famous internet celebrity has very beautiful lips. | 0.790 | ||||
| ATT4: The famous internet celebrity has a very persuasive voice. | 0.871 | ||||
| ATT5: The famous internet celebrity has a very professional manner. | 0.852 | ||||
| ATT6: The famous internet celebrity catches your attention. | 0.877 | ||||
| ATT7: The famous internet celebrity is a style icon. | 0.832 | ||||
| Trustworthiness | TRU1: The famous internet celebrity is a sincere person. | 0.906 | 0.930 | 0.826 | 0.950 |
| TRU2: The famous internet celebrity is an honest person. | 0.909 | ||||
| TRU3: The famous internet celebrity is trustworthy. | 0.926 | ||||
| TRU4: The famous internet celebrity is a reliable source of information. | 0.895 | ||||
| Expertise | EXP1: The famous internet celebrity has expertise in her/his field. | 0.894 | 0.937 | 0.800 | 0.952 |
| EXP2: The famous internet celebrity has product experience. | 0.864 | ||||
| EXP3: The famous internet celebrity has extensive product knowledge. | 0.893 | ||||
| EXP4: The famous internet celebrity has high professional sales qualifications. | 0.904 | ||||
| EXP5: The famous internet celebrity has skills about this product/brand. | 0.916 | ||||
| Celebrity-Product Congruence | CPC1: The characteristics of the famous internet celebrity is consistent with the attributes of the product that she/he promotes and sells. | 0.915 | 0.907 | 0.843 | 0.942 |
| CPC2: The product attributes that the famous internet celebrity promotes and sells are highly appropriate for her/him. | 0.921 | ||||
| CPC3: The pairing of the famous internet celebrity with the product is natural. | 0.919 | ||||
| Parasocial Relationship | PSR1: You feel comfortable about the famous internet celebrity's words on Taobao live streaming. | 0.782 | 0.907 | 0.730 | 0.931 |
| PSR2: You want to have a cordial conversation with the famous internet celebrity. | 0.854 | ||||
| PSR3: You can identify the personality of the famous internet celebrity. | 0.896 | ||||
| PSR4: You like to talk about the famous internet celebrity with other people. | 0.870 | ||||
| PSR5: When something bad about the famous internet celebrity appears in the media, You feel bad. | 0.867 |
Note: CA = Cronbach's Alpha, AVE = Average Variance Extracted, CR = Composite Reliability.