Conceptualising multi-actor value recovery behaviours: scale development and validation in live-streaming e-commerce

With the rapid expansion of live-streaming e-commerce, instances of value co-destruction have increasingly undermined consumer trust and impeded sustainable industry development. Value recovery has emerged as a critical mechanism for restoring consumer confidence and promoting the virtuous cycle of the live-streaming e-commerce ecosystem. However, current literature lacks conceptual clarity and a robust measurement of value recovery behaviours in this context. Drawing on grounded theory, this study develops a multidimensional scale comprising four dimensions – consumer, platform, streamer team, and merchant value recovery behaviours – with a total of 23 items. This research advances theoretical understanding of value recovery by delineating its domain and typology, and provides a validated measurement instrument to support future empirical investigations in the live-streaming e-commerce setting.