Development and Validation of a Scale to Measure Viewer Experience in Guided Live Streaming Tours from Service-Dominant Logic and Customer-Dominant Logic Perspectives

This study develops and validates a scale to measure viewer experience in guided live streaming tours (GLST), a structured and professionally led format of live streaming distinct from user-generated content. Despite its rapid growth, GLST remains underexplored in theory and measurement. To address this gap, the study adopts an integrated lens of service-dominant logic (SDL) and customer-dominant logic (CDL) to conceptualize GLST as a multidimensional viewer experience.Scale development followed five phases. A literature review and in-depth interviews identified initial constructs. The expert panel review refined item content. A pilot study and exploratory factor analysis (EFA) revealed seven dimensions. Confirmatory factor analysis (CFA) compared four models: the Single-Factor Model (M1), the Second-Order Factor Model (M2), the Two-Factor Second-Order Model (M3), and the Seven Correlated First-Order Factors Model (M7). M1 was excluded due to poor fit and theoretical weakness. M2, M3, and M7 were tested in structural equation modeling (SEM). M2 showed the best overall fit and offered conceptual parsimony by capturing the GLST experience through an integrated SDL/CDL perspective. Therefore, M2 was selected as the final measurement model. The validated GLST scale comprises seven reliable and distinct dimensions: Interactivity, Informativeness, Functionality, Professional Competency, Practicality, Immersion, and Knowledge Acquisition. Nomological SEM analysis confirmed that GLST experience significantly predicts trust, which in turn mediates behavioral intentions, word-of-mouth, reuse, and visit intention. These results validate the theoretical framework and clarify how GLST design influences viewer trust and engagement. This study contributes a theory-based measurement tool tailored to guided live streaming, expanding virtual tourism research with SDL/CDL integration. It also provides practical guidance for improving professional live streaming sessions by emphasizing experience dimensions most critical to viewer trust and behavioral response.