Consumer Livestreaming Experience Scale (CLX)

Abstract

The Consumer Livestreaming Experience Scale (CLX) is an empirically validated, 33-item multidimensional measurement instrument designed to capture the holistic subjective experience of shoppers interacting with livestream commerce platforms. Grounded conceptually in Customer Experience (CX) Theory and Service-Dominant (S-D) Logic, the scale operationalizes consumer livestreaming engagement as a third-order hierarchical model comprising three second-order dimensions—emotional, cognitive, and behavioural—which are manifested across nine first-order constructs: Livestream Parasocial Relationship Experience (LPRX), Livestream Authenticity Experience (LAUX), Livestream FOMO Experience (LFOX), Livestream Social Learning Experience (LSLX), Livestream Flow Experience (LFWX), Livestream Consumer-Brand Identification Experience (LBIX), Livestream Communication Experience (LCOX), Livestream Personalization Experience (LPEX), and Livestream Transaction Experience (LTRX). Developed through an exhaustive four-phase methodological protocol consisting of a PRISMA-guided systematic literature review (n = 143 articles), a two-round Delphi expert panel, exploratory and confirmatory factor analyses with active livestream shoppers (n = 286), and broad-scale nomological testing across an extensive consumer sample (n = 1,497), the CLX demonstrates robust psychometric integrity. Internal consistency reliabilities across all first-order dimensions satisfy strict psychometric thresholds (Cronbach’s α ranging from .729 to .812; composite reliability values > .80), with convergent validity supported by average variance extracted (AVE) values exceeding .50. Structural equation modeling confirms the predictive utility of the third-order CLX construct, showing an exceptionally strong relationship with consumer retention intentions (β = .770, p < .001). The CLX provides marketing researchers, human-computer interaction scholars, and digital retail strategists with a rigorous diagnostic instrument for evaluating experiential value in synchronous video-mediated commerce.

Keywords

Consumer Livestreaming Experience Scale, live commerce, customer experience theory, parasocial interaction, retail digitization, social shopping, flow experience, fear of missing out, Service-Dominant logic, psychometric validation

Authors

The Consumer Livestreaming Experience Scale was developed and published by:

• Hoda Azad Moghddam — School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Brisbane, Australia.
• Gary Mortimer — Professor of Marketing and Consumer Behaviour, QUT Business School, Queensland University of Technology, Brisbane, Australia.

Inquiries regarding the theoretical architecture and academic development of the scale may be directed to the corresponding authors via the Queensland University of Technology (QUT) Business School.

Purpose

Over the past decade, digital retailing has shifted markedly from asynchronous, static catalog browsing toward synchronous, socially embedded, interactive video broadcasts known as live commerce or livestream shopping. While conventional e-commerce measurement instruments evaluate static metrics such as website usability, information quality, and perceived ease of use, they fail to capture the real-time, affective, and socio-relational dynamics inherent to streaming retail environments. The primary purpose of the Consumer Livestreaming Experience Scale (CLX) is to provide a theoretically grounded, psychometrically sound, and comprehensive measurement instrument capable of quantifying the nuanced, multidimensional experience of consumers during livestream shopping events.

From a research standpoint, the CLX resolves significant fragmentation in the digital marketing and consumer behaviour literature. Prior investigations into live commerce often relied on piecemeal operationalizations, isolating single psychological mechanisms such as parasocial interactions, impulse buying tendencies, or platform telepresence, without situating them within an overarching experiential framework. By unifying affective, evaluative, and action-oriented facets into a coherent third-order hierarchical architecture, the CLX enables researchers to model complex structural equations predicting long-term brand loyalty, customer lifetime value, satisfaction, and omnichannel engagement.

From a managerial and applied perspective, the scale functions as an operational diagnostic tool for brand managers, e-commerce platform developers, and commercial livestream hosts (broadcasters and key opinion leaders). Using the nine discrete subscales, retail managers can identify specific experiential vulnerabilities within their livestream broadcasts. For example, a platform may demonstrate exceptional transactional efficiency and real-time communication functionality but score poorly on authenticity or social learning. Quantifying these distinct facets allows firms to optimize stream presentation formats, train streamers to cultivate genuine social relationships, calibrate gamified time-limited promotions without inducing dysfunctional consumer anxiety, and streamline mobile checkout flows to reduce cognitive friction.

Psychological Construct

The Consumer Livestreaming Experience (CLX) is defined as a holistic, multidimensional psychological state comprising emotional, cognitive, and behavioural responses elicited throughout a consumer’s interaction with a livestream shopping environment. In accordance with contemporary psychometric theory, the CLX construct is structured hierarchically across three conceptual levels: a single third-order global experiential factor, three second-order foundational domains, and nine first-order operational sub-constructs.

1. The Emotional Dimension

The emotional dimension encapsulates the affective responses, socio-emotional attachments, and psychological tensions experienced by the consumer while observing and interacting with the stream host and co-viewers:

• Livestream Parasocial Relationship Experience (LPRX): Reflects the perceived interpersonal intimacy, friendship, and emotional kinship that a viewer develops with the livestream host. Rather than perceiving the host as a distant commercial promoter, the consumer experiences a dynamic illusion of a reciprocal, empathetic, and enduring personal bond.
• Livestream Authenticity Experience (LAUX): Captures the consumer’s perception of the host’s genuine, unscripted honesty, transparency, and unvarnished product evaluations. It reflects the feeling that the broadcast represents sincere human reality rather than artificial, rehearsed corporate promotion.
• Livestream FOMO Experience (LFOX): Operationalizes the affective tension associated with the fear of missing out. In live shopping, dynamic inventory counters, disappearing bundle offers, and flash vouchers generate an acute anticipation of emotional regret if the consumer fails to capitalize on temporal or exclusive opportunities.

2. The Cognitive Dimension

The cognitive dimension assesses the reflective, informational, and mental absorption processes triggered during the broadcast:

• Livestream Social Learning Experience (LSLX): Denotes the acquisition of functional product knowledge, usage techniques, and consumer competencies through observational learning. Consumers observe real-time product demonstrations, unedited wear-tests, and peer questions, substantially reducing cognitive uncertainty.
• Livestream Flow Experience (LFWX): Grounded in flow theory, this sub-construct measures total mental absorption, focused immersion, and loss of temporal awareness during the livestream. The blend of entertaining host interactions, rapid text feeds, and dynamic demonstrations commands focused attention.
• Livestream Consumer-Brand Identification Experience (LBIX): Captures the perceived congruence between the consumer’s self-concept and the symbolic identity of the brand or host showcased during the broadcast. It reflects cognitive alignment, shared values, and self-enhancement derived from the streaming community.

3. The Behavioural Dimension

The behavioural dimension captures the active, agentic, and instrumental operations executed by the consumer within the platform ecosystem:

• Livestream Communication Experience (LCOX): Measures real-time bidirectional communicative engagement, including posting live inquiries, sending visual reaction emojis, participating in viewer polls, and interacting with other viewers within the comment stream.
• Livestream Personalization Experience (LPEX): Evaluates the consumer’s utilization of customized services, such as requesting custom product demonstrations (e.g., asking the streamer to try on a specific clothing size or swatch a cosmetic shade) and receiving tailored real-time guidance.
• Livestream Transaction Experience (LTRX): Assesses the direct mechanical and functional interactions involved in in-stream shopping, such as claiming digital vouchers, tapping on-screen shopping cart links, utilizing embedded payment gateways, and finalizing purchases without leaving the broadcast environment.

Theoretical Framework

The theoretical architecture of the CLX scale integrates two prominent conceptual paradigms: Customer Experience (CX) Theory and Service-Dominant (S-D) Logic.

Customer Experience Theory, as formulated by scholars such as Bernd Schmitt and further refined by Lemon and Verhoef (2016), posits that consumer interactions with commercial entities are fundamentally multidimensional. Rather than evaluating offerings solely on utilitarian value or cognitive satisfaction, customer experience encompasses cognitive, emotional, sensory, social, and physical/behavioural components throughout the purchase journey. In digital retail environments, this experiential paradigm emphasizes that value is generated not merely by the physical product purchased, but through the continuous, multisensory stream of interactive moments experienced within the virtual retail interface.

Complementing CX Theory, Service-Dominant (S-D) Logic (Vargo & Lusch, 2004, 2008) posits that value is not merely embedded in manufactured goods and exchanged at a transactional touchpoint; rather, value is uniquely and phenomenologically “co-created” through collaborative, service-for-service exchanges. In livestreaming retail, the broadcasting environment serves as an interactive servicescape where value is dynamically co-created among the broadcaster (who demonstrates products, provides unscripted commentary, and responds to inquiries), the community of co-viewers (who validate items, share opinions, and create social atmosphere), and the focal consumer (who actively guides the stream via queries, likes, and purchases). Within this lens, the CLX operationalizes how consumers co-create experiential value across emotional, cognitive, and action-oriented touchpoints.

Additionally, the scale incorporates socio-psychological sub-frameworks: Horton and Wohl’s (1956) Parasocial Interaction Theory explains the one-sided yet emotionally potent relational bonds formed with media personalities; Bandura’s (1977) Social Learning Theory accounts for observational knowledge acquisition; and Csikszentmihalyi’s (1990) Concept of Flow explains telepresence and cognitive absorption during digital consumption.

Validity

The development and psychometric validation of the CLX scale followed rigorous methodological standards across four distinct research phases, demonstrating high construct, convergent, discriminant, and nomological validity.

Content and Face Validity

Content validity was established through a comprehensive PRISMA-guided systematic review of 143 peer-reviewed studies on live commerce, social shopping, and interactive retail. This initial pool yielded over 90 experiential candidate items. These items were subjected to a two-round Delphi panel consisting of marketing academics and industry specialists in digital retailing. Panelists evaluated items for conceptual clarity, construct representativeness, and operational distinctiveness, winnowing the pool down to 45 items suitable for psychometric testing.

Convergent Validity

Convergent validity was confirmed via confirmatory factor analysis (CFA) across independent datasets. All 33 retained items demonstrated statistically significant standardized factor loadings (λ ≥ .65, p < .001) onto their respective first-order constructs. As detailed in psychometric reporting:

• Livestream Parasocial Relationship Experience: Average Variance Extracted (AVE) = .616
• Livestream Authenticity Experience: AVE = .640
• Livestream Social Learning Experience: AVE = .681
• Livestream Flow Experience: AVE = .623
• Livestream Consumer-Brand Identification Experience: AVE = .552
• Livestream Communication Experience: AVE = .717
• Livestream Personalization Experience: AVE = .651
• Livestream Transaction Experience: AVE = .562

Because all AVE coefficients exceeded the conventional .50 benchmark (Fornell & Larcker, 1981), the scale exhibits robust convergent validity, indicating that the indicators capture a substantial proportion of construct variance relative to measurement error.

Discriminant Validity

Discriminant validity was established through two rigorous procedures: the Fornell-Larcker criterion and the Heterotrait-Monotrait (HTMT) ratio of correlations. In all pairwise comparisons between first-order constructs, the square root of each construct’s AVE was strictly greater than its inter-construct correlation coefficients. Furthermore, HTMT ratios remained below the conservative .85 threshold across all pairs, confirming that the nine first-order subscales evaluate statistically distinct psychological concepts.

Predictive and Nomological Validity

Nomological validity was verified using structural equation modeling across a large, nationally representative consumer panel (n = 1,497). The overarching third-order CLX construct demonstrated powerful predictive utility, accounting for substantial variance in consumer retention intentions (β = .770, p < .001). The structural model also showed significant positive paths from the CLX construct to spontaneous impulse buying behaviour, continuous viewing intentions, and organic brand advocacy, confirming its theoretical role within digital retail models.

Reliability

The CLX scale demonstrates high internal consistency and scale reliability across its constituent dimensions. Reliability assessments conducted during both the calibration phase (n = 286) and the large-scale validation phase (n = 1,497) yielded metrics exceeding recommended psychometric standards.

Internal Consistency Metrics

Cronbach’s alpha (α) and Composite Reliability (CR) values for the first-order subscales consistently exceed the standard .70 threshold:

• Livestream Authenticity Experience (LAUX): α = .812, CR = .814
• Livestream Transaction Experience (LTRX): α = .805, CR = .807
• Livestream Communication Experience (LCOX): α = .803, CR = .805
• Livestream Flow Experience (LFWX): α = .798, CR = .801
• Livestream Parasocial Relationship Experience (LPRX): α = .792, CR = .795
• Livestream Social Learning Experience (LSLX): α = .765, CR = .769
• Livestream Personalization Experience (LPEX): α = .732, CR = .738
• Livestream Consumer-Brand Identification Experience (LBIX): α = .729, CR = .734
• Livestream FOMO Experience (LFOX): α > .700, CR > .710

Composite reliability coefficients for the second-order dimensions (Emotional, Cognitive, Behavioural) all exceeded .85, while the overarching third-order Consumer Livestreaming Experience construct demonstrated a global composite reliability of > .90. Item-total correlations across all 33 indicators remained well above the .40 cutoff, confirming that individual items contribute reliably to their respective subscales without excessive redundancy.

Factor Analysis

The dimensionality of the CLX scale was established using a split-sample exploratory factor analysis (EFA) followed by rigorous confirmatory factor analysis (CFA) and higher-order structural modeling.

Exploratory Factor Analysis (EFA)

During the initial purification phase with active livestream shoppers (n = 286), the sample adequacy was verified via the Kaiser-Meyer-Olkin measure (KMO = .912), and Bartlett’s Test of Sphericity confirmed significant correlation matrix inter-item dependencies (χ² = 4128.45, df = 528, p < .001). Principal Axis Factoring using Promax (oblique) rotation was executed under the assumption that experiential dimensions correlate in natural shopping settings. Factor extraction based on eigenvalues > 1.0 and visual inspection of Cattell’s scree plot confirmed a clear nine-factor solution explaining over 66.8% of the total cumulative variance. Items exhibiting weak primary factor loadings (< .50) or high cross-loadings (> .30 on secondary factors) were systematically eliminated, producing a refined 33-item inventory.

Confirmatory Factor Analysis (CFA)

The nine-factor first-order structure was subsequently validated on the large-scale consumer panel (n = 1,497) using maximum likelihood estimation. The first-order measurement model demonstrated good fit to the empirical data:

• χ² / df = 2.34 (below the 3.0 threshold)
• Comparative Fit Index (CFI) = .958
• Tucker-Lewis Index (TLI) = .951
• Root Mean Square Error of Approximation (RMSEA) = .042 (90% CI [.039, .045])
• Standardized Root Mean Square Residual (SRMR) = .038

Hierarchical Higher-Order Modeling

To confirm the theoretical conceptualization of the CLX as a hierarchical construct, competing models were evaluated:

• Model 1: Single-factor general model (χ²/df = 8.92, CFI = .682, RMSEA = .112; rejected due to poor fit).
• Model 2: Correlated nine-factor first-order model (demonstrated adequate statistical fit, but lacked conceptual parsimony).
• Model 3: Third-order hierarchical model (CLX → Emotional, Cognitive, Behavioural → Nine First-Order Factors → 33 Observed Indicators).

Model 3 demonstrated exemplary fit indices (χ² / df = 2.48, CFI = .952, TLI = .946, RMSEA = .044, SRMR = .041), statistically supporting the theoretical specification of CLX as a third-order construct manifested through emotional, cognitive, and behavioural domains.

Instrument / Measurement Tool

The structural characteristics and administration parameters of the Consumer Livestreaming Experience Scale are summarized below:

• Test Type: Multidimensional self-report rating scale / psychometric survey instrument.
• Format: Paper-and-pencil or online computerized questionnaire, optimized for mobile digital delivery immediately following or during livestream shopping sessions.
• Target Population: Consumers, online shoppers, and platform users who have observed or purchased goods via livestream commerce platforms (e.g., TikTok Shop, Amazon Live, Taobao Live, Instagram Live, YouTube Shopping).
• Total Item Count: 33 items organized across nine subscales.
• Hierarchical Organization:
  • Overarching Construct: Consumer Livestreaming Experience (CLX) [3rd-Order]
  • Second-Order Dimensions: Emotional Experience, Cognitive Experience, Behavioural Experience
  • First-Order Subscales (9 total):
    • Livestream Parasocial Relationship Experience (LPRX; Emotional)
    • Livestream Authenticity Experience (LAUX; Emotional)
    • Livestream FOMO Experience (LFOX; Emotional)
    • Livestream Social Learning Experience (LSLX; Cognitive)
    • Livestream Flow Experience (LFWX; Cognitive)
    • Livestream Consumer-Brand Identification Experience (LBIX; Cognitive)
    • Livestream Communication Experience (LCOX; Behavioural)
    • Livestream Personalization Experience (LPEX; Behavioural)
    • Livestream Transaction Experience (LTRX; Behavioural)
• Item Prompt Stems: Standardized introductory stems precede the item batteries:
  • Emotional Subscales (LPRX, LAUX, LFOX): “While livestream shopping, I experienced feeling…”
  • Cognitive Subscales (LSLX, LFWX, LBIX): “While livestream shopping, I experienced gaining…”
  • Behavioural Subscales (LCOX, LPEX, LTRX): “While livestream shopping, I experienced utilizing…”
• Response Scale: 7-point Likert-type response format:
  • 1 = Strongly Disagree
  • 2 = Disagree
  • 3 = Somewhat Disagree
  • 4 = Neither Agree nor Disagree (Neutral)
  • 5 = Somewhat Agree
  • 6 = Agree
  • 7 = Strongly Agree
• Scoring and Aggregation Procedures:
  • Subscale Scores: Computed by calculating the arithmetic mean of items loading onto each respective first-order factor (range: 1.00 to 7.00).
  • Second-Order Domain Scores: Derived by averaging the corresponding first-order construct means within the emotional, cognitive, and behavioural domains.
  • Overall CLX Composite Index: Calculated either as an unweighted grand mean of all 33 indicators or as a latent factor composite score derived through structural equation modeling weighting coefficients.
  • Directionality: Higher mean scores indicate a more immersive, engaging, and satisfactory consumer livestreaming experience.

Permissions & Fee and Test Year

The Consumer Livestreaming Experience Scale (CLX) was developed by Hoda Azad Moghddam and Gary Mortimer and formally published in 2025 in the peer-reviewed journal Journal of Retailing and Consumer Services (Volume 87, Article 104395). The theoretical framework, psychometric properties, and analytical validation results are published in academic literature.

The publication is copyrighted by Elsevier Ltd. Academic researchers, educators, and graduate students may utilize the scale for non-commercial educational and empirical research purposes under standard academic fair-use guidelines, provided appropriate bibliographic citation is accorded to the original publication. Commercial entities, market research enterprises, and software developers intending to incorporate the CLX into commercial auditing tools, enterprise analytics suites, or consulting platforms should seek formal permissions or licensing directly through the copyright holder (Elsevier) via the Copyright Clearance Center (RightsLink) or by contacting the original authors.

References

• Azad Moghddam, H., & Mortimer, G. (2025). Measuring the consumer livestreaming experience: Scale development and validation. Journal of Retailing and Consumer Services, 87, 104395. https://doi.org/10.1016/j.jretconser.2024.104395
• Bandura, A. (1977). Social Learning Theory. Prentice-Hall.
• Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. Harper & Row.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
• Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
• Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
• Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53–67. https://doi.org/10.1362/026725799784870496
• Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
• Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. https://doi.org/10.1007/s11747-007-0069-6

Items of the Scale