Why consumers have impulsive purchase behavior in live streaming: the role of the streamer

BMC Psychology

Table 3 Standardized load and reliability

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

ISSN: 2050-7283