Page 443 - ISC PROCEEDINGS 21.4

Item Cronbach’s Factor
Factor
Code Alpha Loading
Product information introduced via Video/Livestream on
Shopee is very comprehensive, detailed, and easy to CQ1 0.682
understand.

Entertaining content on Shopee always catches up with CQ2 0.752
the latest music trends and effects of the youth.

Review content in Videos/Livestreams is objective and CQ3 0.694
reliable.

The actual product images on Livestream/Video are
highly authentic and do not overuse visual effects. CQ4 0.666

The shooting background of Videos/Livestreams on CQ5 0.502
Shopee is elaborately, grandly, and beautifully staged.
The product content suggested on Shopee Video is CQ6 0.653
highly tailored to my personal needs and preferences.

Social interaction SI 0.744
I feel connected and respected when sellers directly
reply to my comments on Livestream. SI1 0.535

I often ask questions and consult the feedback of other SI2 0.553
viewers before deciding to finalize an order.
I like the feeling of watching a Live session and
discussing the product with many others SI3 0.560
simultaneously.
I feel like part of a vibrant, modern shopping community SI4 0.499
when participating in events on Shopee.

The appeal of Gamification GF 0.744

I frequently access Shopee daily to check-in and
complete game missions. GF1 0.490

Rewards from games (Shopee Coins, exclusive GF2 0.539
Vouchers) are a huge motivation driving my purchases.
Games on Shopee (Coin shaking, Farm...) give me an GF3 0.594
exciting feeling and urge me to conquer them.

I feel regretful and anxious if I miss time-limited game GF4 0.546
events on Shopee.
Shopping behavior HV 0.783

I prioritize choosing Shopee as my #1 shopping channel
thanks to the entertainment ecosystem this app HV1 0.565
provides.
I tend to buy more products than originally planned HV2 0.625

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