Online live streaming interaction: development and validation of a measurement scale

Purpose Live streaming commerce is an emerging shopping channel that facilitates real-time, two-way interaction not only between consumers and vendors, but also among consumers. This study conceptualizes Online Live Streaming Interaction (OLSI) as a multidimensional construct, grounded in social presence theory, and develops a measurement tool that captures the unique dynamics of interactions in live streaming environments. Design/methodology/approach The study follows a rigorous, four-step process for scale development and validation. Inductive and deductive methods were employed for item generation. Quantitative data were then collected from 394 Chinese participants and 159 French participants, ensuring cross-cultural relevance. The data were analyzed using exploratory and confirmatory factor analyses to assess the reliability and validity of the scale. Findings The results establish the OLSI scale as a multidimensional construct encompassing six key dimensions: online discussion engagement, streamer-viewer interactions, preference for online social interactions, communication effectiveness for streamers, online interaction propensity, and perceived value of the online community. Research limitations/implications This study's primary limitation is its limited exploration of nomological validity, future research should investigate the relationships between the OLSI dimensions and behavioral outcomes (e.g. purchase intention, satisfaction, loyalty). Practical implications The findings provide practical insights for managers and enable them to develop content and engagement strategies that align with audience preferences; this will lead to both an optimization of communication and enhancement of viewer experiences. Originality/value This study provides a comprehensive framework for understanding the unique interaction dynamics within live streaming commerce and offers a robust measurement tool for future research.