R. Bernarte

Service quality and repurchase intention in Chinese live commerce: The mediating role of trust and the moderating effect of generational differences

As a core growth driver of China’s digital economy, live commerce faces intergenerational trust gaps—Gen Z (18−24 years, digital natives) prioritizes interactive experiences, while older adults (55+ years, digital immigrants) rely on streamer professionalism and after-sales support, leading to low repurchase rates. Thi...