Part 1. Screening and background information 1. Are you over 18 years old? (If no, survey ends) Yes No
2. Have you watched a gastronomy livestream in the past 3 months? (If no, survey ends) Yes (Jump to next part) No
3. Have you made a purchase while watching a gastronomy livestream? Yes No
Part 2. Livestreaming Attributes Why do you want to make a purchase while watching a gastronomy livestream?
Because the gamification rewards motivate me to take actions
Because the game components make the livestream more enjoyable
Because the gamification components make me feel more engaged
Because the streamer provides high-quality explanations about the food
Because the streamer is professional in presenting gastronomy content
Because the streamer has rich experience with the recommended cuisine or restaurants
Because I felt my mind was inside the world created by the streamer
Because I felt immersed in the dining environment during the livestream
Because the livestream made me feel like I was actually visiting the restaurant
Part 3. Innovativeness Evaluation Where do you see innovation having an impact on making a purchase while watching a gastronomy livestream?
I like to try new things that distinguish me from others
I prefer to try new things that I can share with friends
It gives me a good feeling to acquire new things
Innovations make my life exciting and stimulating
Part 4. Impulsive Consumption Evaluation Where do you see Impulsive Consumption having an impact on making a purchase while watching a gastronomy livestream?
"I see it, I buy it" describes me when watching gastronomy livestreams
I tend to buy now and think about it later
I have the urge to buy items outside my original dining goal
Part 5. Demographic information Gender Male Female
Age 18-24 25-34 35-44 45-54 ≥55
Educational level Primary Middle school Bachelor Master or above
Monthly income Less than 10,000 MOP 10,000 – 19,999 MOP 20,000 – 29,999 MOP 30,000 MOP or above
Region where you live Macau Mainland China Hong Kong Taiwan Singapore Japan Korea Others
Frequency of watching gastronomy livestreams Rarely Occasionally Frequently Very frequently
Frequency of purchasing during gastronomy livestreams 0 times 1 time 2–4 times 5–9 times 10 times or more
History of watching gastronomy livestreams (in years) Less than 1 year 1–2 years 2–5 years 5–10 years 10 years or more
Average monthly spending on gastronomy livestreaming (MOP) 0–500 MOP 501–1000 MOP 1001–2000 MOP 2001 MOP or more