Co-created value in live-streaming commerce: Conceptualization, measurement and validation

Live-streaming commerce (LSC) has emerged as a transformative digital channel, enabling real-time interaction, immersion, and value co-creation among streamers, consumers, and online communities. However, research on how co-created value can be conceptualized and measured in this context remains limited. This study develops and validates the Co-Created Value in Livestreaming Commerce (CCV-LSC) scale, grounded in Service-Dominant Logic and the DART framework—Dialogue, Access, Risk Assessment, and Transparency. Using a four-study design, qualitative interviews, expert evaluations, and large-scale surveys are employed to generate, refine, and test the measurement model. Findings show that CCV-LSC is a multidimensional construct that captures both the classic DART dimensions and live-streaming specific features such as consumer-to-consumer interaction and perceptions of fairness. Importantly, CCV-LSC significantly predicts sustainable consumer engagement, underscoring its strategic role in building long-term relationships. The study contributes theoretically by extending co-creation theory into a digital retail context, methodologically by offering a validated scale, and practically by providing actionable insights for platforms and brands seeking to strengthen consumer trust, engagement, and loyalty.