Title Page
Abstract
Contents
Chapter 1. Introduction to the Study 15
Background of the Study 15
Problem Statement 19
Purpose of the Study 20
Research Questions 23
Conceptual Framework 23
Significance of the Study 27
Significance to Practice 28
Significance to Theory 29
Summary and Transition 32
Chapter 2. Literature Review 35
Theoretical Foundation 35
Agency Theory 35
Relationship Marketing and VGVG Theory 37
Literature Review 42
Customer Perceived Value 42
Trust 54
Live Streaming Commerce 68
Perceived Social Distance 73
Hypotheses Development 78
Summary and Conclusions 87
Chapter 3. Research Method 89
Research Design 89
Methodology 92
Population 92
Sampling 93
Data Collection and Screening 95
Questionnaire Design 97
Pilot Study 101
Instrumentation and Operationalization of Constructs 102
Data Analysis Plan 106
Demographics Report 106
Descriptive Statistics and Group Analysis 107
Preliminary Considerations for PLS-SEM Analysis 108
Measurement Model Assessment 109
Structural Model Assessment 112
Mediation Analysis 113
Moderation Analysis 115
Treats to Validity 117
Ethical Consideration 118
Summary 119
Chapter 4. Results 121
Pilot Study 121
Indicator Reliability 123
Internal Consistency Reliability 125
Convergent Validity 126
Discriminant Validity 126
Data Collection 128
Data Analysis 129
Demographics 129
Descriptive Statistical Analysis 131
Measurement Model Assessment 139
Indicator Reliability 139
Internal Consistency Reliability 141
Convergent Validity 142
Discriminant Validity 142
Structural Model Assessment 145
Collinearity Assessment 146
Significance of the Structural Model Relationships 147
Model's Explanatory Power 149
Effective Size 149
Predictive Relevance 150
Mediation Analysis 150
Moderation Analysis 152
Summary 154
Chapter 5. Discussion, Implications and Recommendations 158
Discussion 158
Implications 162
Theoretical Implications 163
Practical Implications 164
Limitations of the Study 167
Recommendations 169
Conclusion 170
References 173
Appendices 213
Appendix A. Questionnaire (English Version) 213
Appendix B. Questionnaire (Chinese Version) 220
Table 1. Summary of Literatures About Customer Perceived Value 47
Table 2. Definition Development of Main Constructs 90
Table 3. Scales of Constructs 98
Table 4. Demographic Statistics of Pilot Study 122
Table 5. Factor Loadings, Construct Reliability and Validity of Pilot Study 123
Table 6. Modified Factor Loadings, Construct Reliability and Validity of Pilot Study 125
Table 7. Fornell-Larcker Criterion Analysis of Pilot Study 127
Table 8. Heterotrait-Monotrait Ratio of Pilot Study 127
Table 9. Demographic Statistics 130
Table 10. Descriptive Statistics of Indicators 132
Table 11. Group Statistics by Gender 133
Table 12. Group Statistics by Age 134
Table 13. Group Statistics by Income 136
Table 14. Group Statistics by Educational Level 137
Table 15. Reliability and AVE Statistics 140
Table 16. Heterotrait-Monotrait Ratio of Correlations 143
Table 17. Cross Loadings 143
Table 18. Fornell-Larcker Criterion 145
Table 19. Variance Inflation Factor 146
Table 20. Path Analysis 148
Table 21. Model's Explanatory Power and Predictive Relevance Statistics 149
Table 22. Indirect Effects of Mediation Effect 151
Table 23. Mediation Effect of KBT and IBT 152
Table 24. Moderating Effect of Perceived Social Distance (SD) 153
Figure 1. Conceptual framework 25
Figure 2. Dimensions of psychological distance 74
Figure 3. Basic mediating model 114
Figure 4. The output of path analysis 147
Figure 5. Model result of trust in live streaming sellers 157