questionnaire

SECTION 0: Participant Information & Consent

Title of Study:

Trust Transfer Theory, Cultural Moderation and Continuance Intention in Livestream Commerce

Purpose of the Study:
This study aims to examine how individuals perceive and develop trust in social media marketing content. The findings will be used for academic research purposes only.

What you will be asked to do:
You will be asked to answer a series of questions regarding your social media usage and perceptions of trust in online marketing content. This survey will take approximately 5–8 minutes.

Voluntary Participation:
Your participation in this study is completely voluntary. You may withdraw at any time without any consequences.

Confidentiality and Anonymity:

This survey is anonymous.

No personally identifiable information (e.g., name, phone number, IP address) will be collected.

All responses will be used for academic purposes only.

Data Protection:
All collected data will be securely stored and accessed only by the researcher. Data will not be shared with any third party.

Risk:

This study involves minimal risk and does not include sensitive questions.

No identifiable data will be intentionally collected.

Contact Info:

Researcher: Yizhu WANG
Institution: Universiti Putra Malaysia
Supervisor: MADAM SAADIATUL BINTI IBRAHIM
Email: yizhuwang04@gmail.com

Section 2: Cultural Values (Hofstede-based)

Note: These questions assess your personal cultural tendencies when shopping via livestreams, based on individualism/collectivism and uncertainty avoidance

Individualism vs. Collectivism (1 = strongly disagree, 5 = strongly agree)
Please answer according to your personal preferences when shopping live.

(請根據您在直播購物時的個人偏好作答)

	1	2	3	4	5
I prefer to make livestream shopping decisions without consulting others.
I prefer to make livestream shopping decisions without consulting others.
I feel more confident when I follow my own judgment, even if it differs from others’ advice.
I feel more confident when I follow my own judgment, even if it differs from others’ advice.
I rely on my personal preferences more than social opinions when choosing livestream products.
I rely on my personal preferences more than social opinions when choosing livestream products.
I believe that shopping is a personal matter and should not be influenced by group preferences.
I believe that shopping is a personal matter and should not be influenced by group preferences.
I believe people should make shopping decisions independently.
I believe people should make shopping decisions independently.
It is important to consider group opinions when making purchases. (reverse-coded)
It is important to consider group opinions when making purchases. (reverse-coded)
I usually ask friends or family for their opinions before making livestream shopping decisions. (reverse-coded)
I usually ask friends or family for their opinions before making livestream shopping decisions. (reverse-coded)

Uncertainty Avoidance

Please answer based on your feelings about uncertainty.

(請根據您對於不確定性的感受作答)

	1	2	3	4	5
I feel uncomfortable using new or unfamiliar livestream platforms.
I feel uncomfortable using new or unfamiliar livestream platforms.
I prefer livestream platforms that have strict rules and clear policies.
I prefer livestream platforms that have strict rules and clear policies.
I avoid purchasing if the platform does not clearly state consumer rights.
I avoid purchasing if the platform does not clearly state consumer rights.
I worry when there is no official return or dispute mechanism in livestream shopping.
I worry when there is no official return or dispute mechanism in livestream shopping.
I feel more secure when livestream platforms operate under standard procedures.
I feel more secure when livestream platforms operate under standard procedures.
I am comfortable using livestream platforms even if their policies are unclear. (reverse-coded)
I am comfortable using livestream platforms even if their policies are unclear. (reverse-coded)
Section 6: Continuance Intention
Section 6: Continuance Intention

Section 3: Platform Trust Dimensions（Institutional / Interactional / Technical）

The following statements concern your level of trust in different aspects of livestream platforms. Please indicate how strongly you agree with each statement, from 1 (strongly disagree) to 5 (strongly agree).

Institutional Platform Trust

	1	2	3	4	5
I feel safer using livestream platforms that have clear rules and policies.
I feel safer using livestream platforms that have clear rules and policies.
I trust platforms that clearly communicate user responsibilities and protections
I trust platforms that clearly communicate user responsibilities and protections
I feel more assured when platforms offer clear terms of service and regulatory compliance.
I feel more assured when platforms offer clear terms of service and regulatory compliance.
I distrust platforms that provide vague or ambiguous policies. (reverse-coded)
I distrust platforms that provide vague or ambiguous policies. (reverse-coded)
I trust livestream platforms more when they visibly comply with government regulations
I trust livestream platforms more when they visibly comply with government regulations

Interactional Platform Trust

	1	2	3	4	5
I feel more confident in platforms that encourage live interaction between users and streamers.
I feel more confident in platforms that encourage live interaction between users and streamers.
If a platform responds promptly and politely to user queries, I find it more trustworthy.
If a platform responds promptly and politely to user queries, I find it more trustworthy.
I trust platforms that allow open comments and feedback during livestreams.
I trust platforms that allow open comments and feedback during livestreams.
I distrust platforms that limit or block user interactions. (reverse-coded)
I distrust platforms that limit or block user interactions. (reverse-coded)
I prefer platforms that foster a sense of online community and engagement among users.
I prefer platforms that foster a sense of online community and engagement among users.
I trust platforms that encourage a sense of community through user-to-user interaction.
I trust platforms that encourage a sense of community through user-to-user interaction.

Technical Platform Trust

	1	2	3	4	5
I trust platforms that run smoothly without interruptions.
I trust platforms that run smoothly without interruptions.
Secure payment systems and stable streaming increase my confidence in the platform.
Secure payment systems and stable streaming increase my confidence in the platform.
I rely on platforms that protect user data and privacy.
I rely on platforms that protect user data and privacy.
Frequent technical issues on livestream platforms reduce my trust in them. (reverse-coded)
Frequent technical issues on livestream platforms reduce my trust in them. (reverse-coded)
I prefer platforms that use advanced technology to enhance the livestream experience.
I prefer platforms that use advanced technology to enhance the livestream experience.
I trust platforms that continuously innovate to meet changing user needs
I trust platforms that continuously innovate to meet changing user needs

Section 4: Streamer Trust

Please indicate your level of agreement with the following statements regarding your trust in livestream streamers and how it relates to your experience with the platform and products. (1 = Strongly Disagree, 5 = Strongly Agree)

P2S: Platform Trust → Streamer Trust

Institutional Platform Trust → Streamer Trust

	1	2	3	4	5
If I trust the platform’s institutional arrangements, I am more likely to trust the streamers it recommends.
If I trust the platform’s institutional arrangements, I am more likely to trust the streamers it recommends.
Clear platform rules and policies make me perceive streamers on the platform as more reliable.
Clear platform rules and policies make me perceive streamers on the platform as more reliable.
When a platform enforces consumer protection regulations, I also expect its streamers to behave responsibly.
When a platform enforces consumer protection regulations, I also expect its streamers to behave responsibly.
The platform’s strict vetting of streamers increases my initial confidence in new streamers.
The platform’s strict vetting of streamers increases my initial confidence in new streamers.
When the platform penalises misleading livestream practices, I trust its streamers more.
When the platform penalises misleading livestream practices, I trust its streamers more.

Technical Platform Trust → Streamer Trust

	1	2	3	4	5
If the platform operates stably and securely, I am more inclined to trust what the streamer says.
If the platform operates stably and securely, I am more inclined to trust what the streamer says.
Smooth and uninterrupted streaming increases my trust in the streamer.
Smooth and uninterrupted streaming increases my trust in the streamer.
A platform with strong technical safeguards makes streamers appear more credible and professional.
A platform with strong technical safeguards makes streamers appear more credible and professional.
Secure payment and data protection on the platform make me feel safer trusting streamer recommendations.
Secure payment and data protection on the platform make me feel safer trusting streamer recommendations.
When the platform prevents scams or fake accounts effectively, I trust streamers on it more.
When the platform prevents scams or fake accounts effectively, I trust streamers on it more.

Interactional Platform Trust → Streamer Trust

	1	2	3	4	5
If the platform provides responsive and helpful service, I am more likely to trust the streamer.
If the platform provides responsive and helpful service, I am more likely to trust the streamer.
A positive user experience on the platform increases my belief that the streamer is authentic.
A positive user experience on the platform increases my belief that the streamer is authentic.
When the platform facilitates smooth interaction, I am more confident that streamers are honest in their communication.
When the platform facilitates smooth interaction, I am more confident that streamers are honest in their communication.
Fair and transparent recommendation mechanisms make me trust the streamers the platform highlights.
Fair and transparent recommendation mechanisms make me trust the streamers the platform highlights.
When the platform handles disputes efficiently, I feel more confident about trusting its streamers.
When the platform handles disputes efficiently, I feel more confident about trusting its streamers.

S2P: Streamer Trust → Product Trust

Streamer Trust → Functional Product Trust

	1	2	3	4	5
If I trust the streamer, I believe the product functions as described.
If I trust the streamer, I believe the product functions as described.
A trustworthy streamer makes me believe the product is reliable and suitable for daily use.
A trustworthy streamer makes me believe the product is reliable and suitable for daily use.
I feel confident in the product’s performance when it is recommended by a reliable streamer.
I feel confident in the product’s performance when it is recommended by a reliable streamer.
I believe functional claims are more accurate when they come from a streamer I trust.
I believe functional claims are more accurate when they come from a streamer I trust.
A trusted streamer reduces my worries about hidden defects or exaggerated performance.
A trusted streamer reduces my worries about hidden defects or exaggerated performance.

Streamer Trust → Symbolic Product Trust

	1	2	3	4	5
If I trust the streamer, I believe the product matches my personal style or aesthetic preferences.
If I trust the streamer, I believe the product matches my personal style or aesthetic preferences.
I identify with the values and lifestyle presented by trustworthy streamers and their product choices.
I identify with the values and lifestyle presented by trustworthy streamers and their product choices.
When I relate to a streamer’s personality, I am more likely to perceive symbolic meaning in the product.
When I relate to a streamer’s personality, I am more likely to perceive symbolic meaning in the product.
A trustworthy streamer helps me believe the product can express my identity or social image.
A trustworthy streamer helps me believe the product can express my identity or social image.
When a trusted streamer endorses a fashion/lifestyle item, I feel it fits my self-concept.
When a trusted streamer endorses a fashion/lifestyle item, I feel it fits my self-concept.

Streamer Trust → Experiential Product Trust

	1	2	3	4	5
If I trust the streamer, I believe using the product will be an enjoyable experience.
If I trust the streamer, I believe using the product will be an enjoyable experience.
The streamer’s sincerity makes me look forward to trying the product.
The streamer’s sincerity makes me look forward to trying the product.
When the streamer shows genuine excitement, it increases my confidence that I will enjoy the product experience.
When the streamer shows genuine excitement, it increases my confidence that I will enjoy the product experience.
A trusted streamer makes me believe the product will deliver the feelings or enjoyment shown in the livestream.
A trusted streamer makes me believe the product will deliver the feelings or enjoyment shown in the livestream.
I am more confident about the sensory/usage experience when a trusted streamer demonstrates it.
I am more confident about the sensory/usage experience when a trusted streamer demonstrates it.

Section 5: Product Trust & Continuance Intention

Please indicate your level of agreement with the following statements. (1 = Strongly Disagree, 5 = Strongly Agree)

P2P – Platform Trust to Product Trust

Institutional Platform Trust → Product Trust

	1	2	3	4	5
If I trust the platform’s regulatory compliance, I am more likely to believe its products are of reliable quality.
If I trust the platform’s regulatory compliance, I am more likely to believe its products are of reliable quality.
Clear return and exchange policies increase my confidence in the products sold on the platform.
Clear return and exchange policies increase my confidence in the products sold on the platform.
Strong platform regulations reduce my concern about product misrepresentation.
Strong platform regulations reduce my concern about product misrepresentation.
The platform’s strict enforcement against counterfeit goods increases my trust in products sold there.
The platform’s strict enforcement against counterfeit goods increases my trust in products sold there.
Transparent seller/brand accountability policies make products on the platform seem more trustworthy.
Transparent seller/brand accountability policies make products on the platform seem more trustworthy.

Technical Platform Trust → Product Trust

	1	2	3	4	5
Trust in the platform’s logistics and payment system increases my confidence in product fulfilment.
Trust in the platform’s logistics and payment system increases my confidence in product fulfilment.
A technically reliable platform strengthens my overall trust in the product.
A technically reliable platform strengthens my overall trust in the product.
Secure transaction technology increases my confidence that the product purchase will be protected.
Secure transaction technology increases my confidence that the product purchase will be protected.
Reliable order tracking and system notifications enhance my trust in the products I buy via livestream.
Reliable order tracking and system notifications enhance my trust in the products I buy via livestream.
A stable platform system makes me believe the product will be delivered as shown.
A stable platform system makes me believe the product will be delivered as shown.

Interactional Platform Trust → Product Trust

	1	2	3	4	5
Smooth interaction with the platform increases my trust in the products it sells.
Smooth interaction with the platform increases my trust in the products it sells.
A positive platform experience makes me believe the product will meet my expectations.
A positive platform experience makes me believe the product will meet my expectations.
A clear interface and helpful customer service enhance my product trust.
A clear interface and helpful customer service enhance my product trust.
Continuance Intention and Trust Dimension Comparison
Continuance Intention and Trust Dimension Comparison
Clear product information presentation on the platform improves my trust in livestreamed products.
Clear product information presentation on the platform improves my trust in livestreamed products.
When customer service resolves product-related issues quickly, I trust products on the platform more.
When customer service resolves product-related issues quickly, I trust products on the platform more.

Continuance Intention:

Institutional Platform Trust → Continuance Intention

	1	2	3	4	5
When the platform enforces clear and fair rules, I am more likely to continue using it.
When the platform enforces clear and fair rules, I am more likely to continue using it.
Regulatory transparency increases my long-term confidence in livestream shopping.
Regulatory transparency increases my long-term confidence in livestream shopping.
The more I trust the platform’s institutional framework, the more likely I am to form a livestream shopping habit.
The more I trust the platform’s institutional framework, the more likely I am to form a livestream shopping habit.
Strong consumer protection policies make me willing to keep using this platform for livestream shopping.
Strong consumer protection policies make me willing to keep using this platform for livestream shopping.
The platform’s consistent punishment of dishonest sellers encourages my long-term use.
The platform’s consistent punishment of dishonest sellers encourages my long-term use.

Technical Platform Trust → Continuance Intention

	1	2	3	4	5
A technically stable platform makes me more willing to return for livestream shopping.
A technically stable platform makes me more willing to return for livestream shopping.
Reliable payment and logistics systems increase my intention to keep using the platform.
Reliable payment and logistics systems increase my intention to keep using the platform.
Technical soundness improves the shopping experience and encourages continued usage.
Technical soundness improves the shopping experience and encourages continued usage.
I will keep using a platform that consistently provides secure and smooth livestream experiences.
I will keep using a platform that consistently provides secure and smooth livestream experiences.
Fewer technical failures during livestream shopping increases my intention to continue.
Fewer technical failures during livestream shopping increases my intention to continue.

Interactional Platform Trust → Continuance Intention

	1	2	3	4	5
Respectful and responsive platform service increases my intention to stay engaged.
Respectful and responsive platform service increases my intention to stay engaged.
Prompt problem-solving encourages me to keep using livestream shopping.
Prompt problem-solving encourages me to keep using livestream shopping.
A positive user experience motivates me to return to the platform.
A positive user experience motivates me to return to the platform.
A user-friendly interface increases my willingness to continue shopping via livestream.
A user-friendly interface increases my willingness to continue shopping via livestream.
Helpful after-sales support makes me more likely to remain an active livestream shopper.
Helpful after-sales support makes me more likely to remain an active livestream shopper.

Streamer Trust → Continuance Intention

	1	2	3	4	5
If I trust a streamer, I will continue watching their livestreams.
If I trust a streamer, I will continue watching their livestreams.
Trustworthy streamers increase my willingness to repurchase recommended products.
Trustworthy streamers increase my willingness to repurchase recommended products.
Streamer sincerity and professionalism motivate me to keep shopping via livestream.
Streamer sincerity and professionalism motivate me to keep shopping via livestream.
When I connect with a streamer, I tend to return and shop more frequently.
When I connect with a streamer, I tend to return and shop more frequently.
I am more likely to follow and prioritise livestream sessions hosted by streamers I trust.
I am more likely to follow and prioritise livestream sessions hosted by streamers I trust.

Functional Product Trust → Continuance Intention

	1	2	3	4	5
When livestreamed products function as expected, I am more likely to buy again.
When livestreamed products function as expected, I am more likely to buy again.
Positive experiences with product quality make me return for more livestream shopping.
Positive experiences with product quality make me return for more livestream shopping.
Functional reliability of livestreamed products encourages repeat purchases.
Functional reliability of livestreamed products encourages repeat purchases.
If my past livestream purchases have been durable and dependable, I will continue buying via livestream.
If my past livestream purchases have been durable and dependable, I will continue buying via livestream.
Consistent functional performance strengthens my habit of livestream shopping.
Consistent functional performance strengthens my habit of livestream shopping.

Symbolic Product Trust → Continuance Intention

	1	2	3	4	5
When a product reflects my style or identity, I am more likely to shop again via livestream.
When a product reflects my style or identity, I am more likely to shop again via livestream.
Symbolic value motivates me to return to the same streamer or platform.
Symbolic value motivates me to return to the same streamer or platform.
Products that match my personal image increase my interest in livestream shopping.
Products that match my personal image increase my interest in livestream shopping.
When livestreamed products help me express my identity, I am more willing to keep shopping this way.
When livestreamed products help me express my identity, I am more willing to keep shopping this way.
Strong symbolic fit makes me more likely to revisit similar livestream channels.
Strong symbolic fit makes me more likely to revisit similar livestream channels.

Experiential Product Trust → Continuance Intention

	1	2	3	4	5
If livestreamed products bring me joy or satisfaction, I will continue to buy similar items.
If livestreamed products bring me joy or satisfaction, I will continue to buy similar items.
Streamers who highlight enjoyable experiences increase my intention to repurchase.
Streamers who highlight enjoyable experiences increase my intention to repurchase.
Enjoyable product use motivates me to return to livestream shopping.
Enjoyable product use motivates me to return to livestream shopping.
When livestream purchases consistently provide pleasant experiences, I am more likely to continue using livestream shopping.
When livestream purchases consistently provide pleasant experiences, I am more likely to continue using livestream shopping.
Positive sensory or emotional outcomes from past purchases encourage my long-term engagement.
Positive sensory or emotional outcomes from past purchases encourage my long-term engagement.

Report