Table 4.

Measurement model summary.

Construct	Items	Factor Loading	AVE	CR	Cronbach's α
Live Streaming	LS1	0.701	0.584	0.848	0.767
	LS2	0.766
	LS3	0.787
	LS4	0.798
Celebrity Endorsement	CEI	0.837	0.729	0.915	0.876
	CE2	0.881
	CE3	0.841
	CE4	0.856
Promotional Tools	PT1	0.735	0.584	0.849	0.762
	PT2	0.817
	PT3	0.720
	PT4	0.781
Online Reviews	OR1	0.674	0.531	0.819	0.720
	OR2	0.738
	OR3	0.740
	OR4	0.761
Online Shopping Behavior	OSB1	0.761	0.573	0.889	0.850
	OSB2	0.798
	OSB3	0.775
	OSB4	0.814
	OSB5	0.720
	OSB6	0.663