Do you agree to participate in this study? Yes, I agree to participate No, I do not agree
1. What is your gender? (Single-choice) A. Male B. Female C. Other D. Prefer not to say
2. What is your age group? (Single-choice) A. Under 18 B.18 - 22 B. 23 - 30 C. 31 - 40 D. 41 and above
3. Which country/region are you currently living in? (Single-choice) A. Mainland China B. Taiwan C. Malaysia D. Other
4. How often do you shop via livestream commerce platforms? (Single-choice) A. More than 3 times a week B. 1-2 times per week C. Once a week D. Once a month E. Rarely
5. Select the one that best represents your most frequent type of purchase. (Single-choice) A. Functional products (e.g., electronics) B. Symbolic products (e.g., fashion, accessories) C. Experiential products (e.g., snacks, cosmetics, fragrances)
6. Approximately how much did you spend on your most recent livestream purchase? (Single-choice) A. Less than $50 (Less than; 211 RM; 359 RMB; 1490 TWD) B. $51–$200 (RM 212 ~ 850; RMB 360 ~ 1436; TWD: 1491 ~ 6000) C. $201–&500 (RM 212 ~ 2117; RMB 1437 ~ 3599; TWD 6001 ~ 15000) D. More than $500 (More than RM 2117; RMB 3600 ; TWD 15001)
7. Overall, how satisfied are you with your livestream shopping experience? (Single-choice) A. Very dissatisfied B. Dissatisfied C. Neutral D. Satisfied E. Very satisfied
8. In the past month, how many times have you made livestream purchases? (Single-choice) A. Never B. 1–2 times C. 3–5 times D. More than 5 times
9. Have you ever made multiple purchases from the same streamer? (Single-choice) A. Yes B. No C. Not sure
10. Have you ever recommended a livestream product or streamer to someone because you trusted them? (Single-choice) A. Yes B. No
11. Which livestream commerce platform do you use or watch most frequently? (Single-choice) A. Taobao Live B. Shopee Live C. Douyin / TikTok D. Facebook Live E. Xiaohongshu (RED) F. Other (please specify: )
12. On average, how much time do you spend on social media each day? (Single-choice) A. Less than 1 hour B. 1–2 hours C. 3–5 hours D. More than 5 hours
13. Do you trust product recommendations made by strangers on social media? (Single-choice) A. Yes, I trust them a lot B. It depends C. No, I usually don’t trust them D. I rarely consider strangers’ opinions when making purchase decisions
Section 2: Cultural Values (Hofstede-based) Note: Th ese 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)
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 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 people should make shopping decisions independently.
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)
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)
I feel uncomfortable using new or unfamiliar livestream platforms.
I prefer livestream platforms that have strict rules and clear policies.
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 feel more secure when livestream platforms operate under standard procedures.
I am comfortable using livestream platforms even if their policies are unclear. (reverse-coded)
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
I feel safer using livestream platforms that have clear rules and policies.
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 distrust platforms that provide vague or ambiguous policies. (reverse-coded)
I trust livestream platforms more when they visibly comply with government regulations
Interactional Platform Trust
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.
I trust platforms that allow open comments and feedback during livestreams.
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 trust platforms that encourage a sense of community through user-to-user interaction.
Technical Platform Trust
I trust platforms that run smoothly without interruptions.
Secure payment systems and stable streaming increase my confidence in the platform.
I rely on platforms that protect user data and privacy.
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 trust platforms that continuously innovate to meet changing user needs
Section 4: Streamer TrustPlease 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
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.
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.
When the platform penalises misleading livestream practices, I trust its streamers more.
Technical Platform Trust → Streamer Trust
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.
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.
When the platform prevents scams or fake accounts effectively, I trust streamers on it more.
Interactional Platform Trust → Streamer Trust
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.
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.
When the platform handles disputes efficiently, I feel more confident about trusting its streamers.
S2P: Streamer Trust → Product Trust
Streamer Trust → Functional Product Trust
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.
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.
A trusted streamer reduces my worries about hidden defects or exaggerated performance.
Streamer Trust → Symbolic Product Trust
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.
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.
When a trusted streamer endorses a fashion/lifestyle item, I feel it fits my self-concept.
Streamer Trust → Experiential Product Trust
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.
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.
I am more confident about the sensory/usage experience when a trusted streamer demonstrates it.
Section 5: Product Trust & Continuance IntentionPlease 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
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.
Strong platform regulations reduce my concern about product misrepresentation.
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.
Technical Platform Trust → Product Trust
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.
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.
A stable platform system makes me believe the product will be delivered as shown.
Interactional Platform Trust → Product Trust
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 clear interface and helpful customer service enhance my product trust.
Continuance Intention and Trust Dimension Comparison
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.
Continuance Intention:Institutional Platform Trust → Continuance Intention
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.
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.
The platform’s consistent punishment of dishonest sellers encourages my long-term use.
Technical Platform Trust → Continuance Intention
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.
Technical soundness improves the shopping experience and encourages continued usage.
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.
Interactional Platform Trust → Continuance Intention
Respectful and responsive platform service increases my intention to stay engaged.
Prompt problem-solving encourages me to keep using livestream shopping.
A positive user experience motivates me to return to the platform.
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.
Streamer Trust → Continuance Intention
If I trust a streamer, I will continue watching their livestreams.
Trustworthy streamers increase my willingness to repurchase recommended products.
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.
I am more likely to follow and prioritise livestream sessions hosted by streamers I trust.
Functional Product Trust → Continuance Intention
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.
Functional reliability of livestreamed products encourages repeat purchases.
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.
Symbolic Product Trust → Continuance Intention
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.
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.
Strong symbolic fit makes me more likely to revisit similar livestream channels.
Experiential Product Trust → Continuance Intention
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.
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.
Positive sensory or emotional outcomes from past purchases encourage my long-term engagement.
Trust Preferences and Comparisons （single choice）Trust Preferences Across Product Types
For functional products (e.g., electronics, skincare), I rely most on platform trust. For symbolic products (e.g., fashion, jewellery), I rely most on streamer trust. For experiential products (e.g., snacks, cosmetics), I rely most on product trust.
Trust Preferences Across Platform Types On traditional e-commerce platforms (e.g., Taobao Live, Shopee Live), I value institutional trust most. On social media platforms (e.g., TikTok, Douyin), I value interactional trust most. On smaller platforms (e.g., Xiaohongshu, Weidian), I value technical trust most.
General Trust Preferences Platform trust (e.g., safety, fairness) is the most important factor in my livestream purchase decisions. Streamer trust (e.g., honesty, professionalism) is the most important factor in my livestream purchase decisions. Product trust (e.g., quality, consistency) is the most important factor in my livestream purchase decisions.
Trust Factor Ranking
Please rank the following factors based on how strongly they influence your livestream shopping behaviour: Platform Trust Streamer Trust Product Trust
Ease of Building Trust I find it easier to trust platform technologies (e.g., system, payment, data security) than rules or policies. I find it easier to trust interactional features (e.g., interface, service) than institutional or technical mechanisms. I find it easier to trust the streamer’s authenticity than platform rules. I find it easier to judge if a product works as promised than to trust platforms or streamers. It is easiest for me to trust whether a product suits my personal style or identity. Enjoyable product experiences build trust most quickly for me