Dataset and Questionnaire: Algorithmic Transparency and Anthropomorphism of AI Streamers in TikTok Shop Live (n = 123)

This dataset contains the questionnaire and the anonymized responses of 123 Generation Z beauty shoppers in Greater Jakarta, Indonesia. Respondents watched a 1-2 minute video of an AI streamer promoting a beauty product of a fictitious brand in a simulated TikTok Shop Live session and then completed the survey. Constructs were measured on five-point Likert scales: algorithmic transparency (AT), anthropomorphism (AN), perceived risk (PR), trust (TR), fear of missing out (FO), and purchase intention (PI), plus two marker items for common method bias. The data were analyzed with PLS-SEM in SmartPLS 4. The questionnaire file includes the codebook for the dataset.