Measuring online live streaming of perceived servicescape: Scale development and validation on behavior outcome

This study aimed to develop and validate an online live streaming perceived servicescape (OLSPS) scale that can help platform service providers to develop strategies for new live streaming channel promotions.

This study conceptualized the construct of OLSPS and the four-phase procedure of the 66-item OLSPS scale development, including item generation, item purification, scale validation, measure application and testing of hypotheses. It also provided a research framework to assess audiences' cognition and behavioral intention, and an online survey on 420 live streaming users (social platforms, n = 210; native platforms, n = 210) was conducted.

This study developed and validated a 35-item OLSPS scale with eight dimensions. The results of the empirical model showed that OLSPS is positively correlated with the audiences' cognition and behavioral intention. Furthermore, parasocial interaction experience showed a positive moderation on channel trust.

This study is a pioneering effort to develop and validate an OLSPS scale. The results could be helpful for researchers in building OLSPS and for managers in assessing and promoting users' acceptance of online live streaming platforms.