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Figure 2. Results of PLS Path Analysis. Notes: ** p < 0.01, *** p < 0.001; ns: nonsignificant.

Figure 2 Results of PLS Path Analysis. Notes: ** p < 0.01, *** p < 0.001; ns: nonsignificant.

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By integrating the theories of social support, social identification and consumer stick- iness into the specific context of live streaming sales, we develop a conceptual model which demonstrates how perceived emotional support, perceived informational support, perceived financial support, perceived affectionate support and perceived social network support separately impacts consumer-streamer identification, and in turn, how consumer- streamer identification impacts consumer-streamer stickiness and consumer-brand sticki- ness, respectively (Figure 1).
By integrating the theories of social support, social identification and consumer stick- iness into the specific context of live streaming sales, we develop a conceptual model which demonstrates how perceived emotional support, perceived informational support, perceived financial support, perceived affectionate support and perceived social network support separately impacts consumer-streamer identification, and in turn, how consumer- streamer identification impacts consumer-streamer stickiness and consumer-brand sticki- ness, respectively (Figure 1).
Table 1. The descriptive demographic characteristics of the respondents (n = 280).
Table 1. The descriptive demographic characteristics of the respondents (n = 280).
Table 1. Cont.
Table 1. Cont.
Table 2. Scale items of constructs with their sources.
Table 2. Scale items of constructs with their sources.
Table 2. Cont.
Table 2. Cont.
Table 3. Construct Reliability and Validity Assessment.
Table 3. Construct Reliability and Validity Assessment.
Notes: SFL = Standardized Factor Loading; CR = composite reliability; AVE = average variance extracted; « = Cronbach’s alpha. SFL is significant at the 0.001 level. Table 3. Cont.
Notes: SFL = Standardized Factor Loading; CR = composite reliability; AVE = average variance extracted; « = Cronbach’s alpha. SFL is significant at the 0.001 level. Table 3. Cont.
Notes: Values along the diagonal in boldface represent the square roots of the AVE. Table 4. Correlation and Square Root of the AVE.
Notes: Values along the diagonal in boldface represent the square roots of the AVE. Table 4. Correlation and Square Root of the AVE.
Table 5. Heterotrait-Monotrait (HTMT) Ratio of Correlations.
Table 5. Heterotrait-Monotrait (HTMT) Ratio of Correlations.
Notes: CSI = Consumer-Streamer Identification; PES = Perceived Emotional Support; PIS = Perceived Informa- tional Support; PFS = Perceived Financial Support; PAS = Perceived Affectionate Support; PSNS = Perceived Social Network Support; CSS = Consumer-Streamer Stickiness; CBS = Consumer-Brand Stickiness; 8 = Standardized Path Coefficients; £2 = Effect Size of Path; R? = Coefficients of Determination; Q? = Stone-Geisser’s Q?; ** p < 0.01, ** 9 < 0.001. Table 6. Results of PLS Path Analysis.
Notes: CSI = Consumer-Streamer Identification; PES = Perceived Emotional Support; PIS = Perceived Informa- tional Support; PFS = Perceived Financial Support; PAS = Perceived Affectionate Support; PSNS = Perceived Social Network Support; CSS = Consumer-Streamer Stickiness; CBS = Consumer-Brand Stickiness; 8 = Standardized Path Coefficients; £2 = Effect Size of Path; R? = Coefficients of Determination; Q? = Stone-Geisser’s Q?; ** p < 0.01, ** 9 < 0.001. Table 6. Results of PLS Path Analysis.
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