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Measuring the consumer livestreaming experience: Scale development and validation

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  • Azad Moghddam, Hamed
  • Mortimer, Gary

Abstract

Livestreaming has revolutionized the digital landscape by intertwining entertainment, real-time communication, and e-commerce into a singular immersive experience. However, despite its swift growth, necessary tools for measuring the scope of consumer experiences within this environment have been lacking. This research addresses that gap by developing and validating the Consumer Livestreaming Experience (CLX) scale—a multidimensional instrument grounded in Customer Experience Theory and Service-Dominant Logic. Four studies are undertaken. Insights collected from a systematic literature review and evaluations by industry experts helped identify nine experiential constructs across emotional, cognitive, and behavioural dimensions. These were tested and refined via a multi-phase methodology incorporating exploratory and confirmatory factor analyses using a final sample of 1497 livestream shoppers. The resulting 33-item CLX scale not only captures the richness of the livestreaming experience but also demonstrates strong predictive validity for customer retention. The work offers a foundational structure for scholars and practitioners aiming to understand and enhance engagement in livestreaming commerce.

Suggested Citation

  • Azad Moghddam, Hamed & Mortimer, Gary, 2025. "Measuring the consumer livestreaming experience: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001742
    DOI: 10.1016/j.jretconser.2025.104395
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