Table 1 Measurement scales

Personal Charisma[22, 54]

PC1

The appearance of the streamer attracts me

PC2

The streamer is very charming

PC3

Enjoy the streamer

PC4

The streamer can attract my attention more

Professionalism [43, 55]

PF1

When I see the official authentication of the streamer’s identity, I think the streamer has a wealth of knowledge in the field of this product

PF2

When I see the streamer’s self-introduction, I think the streamer is familiar with the products he recommends

PF3

When I see that the streamer has a specific domain logo(like Beauty Blogger), I think the streamer is competent in the product field

Interactivity [56, 57]

IT1

The streamer has good interaction with me

IT2

The streamer can respond and answer the barrage in time

IT3

The streamer can respond and answer the bullet screen in time

IT4

The distance between me and the streamer is shortening

Entertainment [25, 57]

EN1

I think the streamer’s performance is very interesting

EN2

I think the streamer’s performance makes me relax

EN3

I think the streamer’s performance makes me happy

Emotional Trust [58, 59, 60]

ET1

The streamer will treat me with enthusiasm and care

ET2

The streamer will kindly reply to my questions on the bullet screen

ET3

I will freely share my thoughts and feelings with the streamer

ET4

If I can’t watch the live streaming of the streamer again, I will feel sad

Cognitive Trust [58, 59, 60]

CT1

I will rely on the streamer to provide information about the product for analysis and judgment before buying the product

CT2

I have sufficient reasons to believe in the professional knowledge and ability of the streamer

CT3

I will buy products according to the information provided by the streamer

CT4

The streamer treats our interactions with professionalism and dedication

Enjoyment [27, 61]

EJ1

Watching live streaming is my favorite activity

EJ2

It’s interesting for me to watch live streaming

EJ3

It’s very attractive for me to watch live streaming

EJ4

It makes me feel happy to watch the live streaming

EJ5

It’s exciting to watch live streaming

Concentration [27, 61]

CC1

My attention is focused on the live streaming

CC2

I won’t think about anything else when watching the live streaming

CC3

I can hardly be distracted when watching the live streaming

CC4

I’m absorbed in the live streaming

Impulsive Purchase Behavior [61, 62]

IP1

I often buy things I didn’t intend to buy in the live streaming

IP2

In the live streaming, I often find some products that I don’t plan to buy

IP3

I often buy a product without thinking in the live streaming