{"id":"https://openalex.org/W7204275668","doi":"https://doi.org/10.1371/journal.pone.0356797","title":"Service quality and repurchase intention in Chinese live commerce: The mediating role of trust and the moderating effect of generational differences","display_name":"Service quality and repurchase intention in Chinese live commerce: The mediating role of trust and the moderating effect of generational differences","publication_year":2026,"publication_date":"2026-08-26","ids":{"openalex":"https://openalex.org/W7204275668","doi":"https://doi.org/10.1371/journal.pone.0356797","pmid":"https://pubmed.ncbi.nlm.nih.gov/42647453"},"language":"en","primary_location":{"id":"doi:10.1371/journal.pone.0356797","doi":"https://doi.org/10.1371/journal.pone.0356797","is_oa":true,"landing_page_url":"https://doi.org/10.1371/journal.pone.0356797","pdf_url":"https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0356797&type=printable","source":{"id":"https://openalex.org/S202381698","display_name":"PLoS ONE","issn_l":"1932-6203","issn":["1932-6203"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","dongbi-c","doyens","erih-plus","jufo-1","ki-jl-1","medline","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310315706","host_organization_name":"Public Library of Science","host_organization_lineage":["https://openalex.org/P4310315706"],"host_organization_lineage_names":["Public Library of Science"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"PLOS One","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj","pubmed"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0356797&type=printable","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5019601671","display_name":"Chaoqun He","orcid":"https://orcid.org/0009-0001-5058-541X","observed_orcids":["https://orcid.org/0009-0001-5058-541X"]},"institutions":[{"id":"https://openalex.org/I2800655693","display_name":"Lyceum of the Philippines University","ror":"https://ror.org/027e56k73","country_code":"PH","type":"education","lineage":["https://openalex.org/I2800655693"]}],"countries":["PH"],"is_corresponding":true,"raw_author_name":"Chaoqun He","raw_affiliation_strings":["Claro M. Recto Academy of Advanced Studies, Lyceum of the Philippines University, Manila, Philippines"],"raw_orcid":"https://orcid.org/0009-0001-5058-541X","affiliations":[{"raw_affiliation_string":"Claro M. Recto Academy of Advanced Studies, Lyceum of the Philippines University, Manila, Philippines","institution_ids":["https://openalex.org/I2800655693"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5059729771","display_name":"Racidon P. Bernarte","orcid":"https://orcid.org/0000-0003-2479-6085","observed_orcids":["https://orcid.org/0000-0003-2479-6085"]},"institutions":[{"id":"https://openalex.org/I2800655693","display_name":"Lyceum of the Philippines University","ror":"https://ror.org/027e56k73","country_code":"PH","type":"education","lineage":["https://openalex.org/I2800655693"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Racidon P. Bernarte","raw_affiliation_strings":["Faculty-Special Lecturer, MLA-THM Department, Lyceum of the Philippines University, Manila, Philippines"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty-Special Lecturer, MLA-THM Department, Lyceum of the Philippines University, Manila, Philippines","institution_ids":["https://openalex.org/I2800655693"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5019601671"],"corresponding_institution_ids":["https://openalex.org/I2800655693"],"apc_list":{"value":2382,"currency":"USD","value_usd":2382},"apc_paid":{"value":2382,"currency":"USD","value_usd":2382},"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.65190829,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"21","issue":"8","first_page":"e0356797","last_page":"e0356797"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.7178000211715698,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.7178000211715698,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.16019999980926514,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.07259999960660934,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/live-streaming-e-commerce","display_name":"live streaming e-commerce","score":0.9929999709129333},{"id":"https://openalex.org/keywords/service-quality","display_name":"service quality","score":0.9810000061988831},{"id":"https://openalex.org/keywords/repurchase-intention","display_name":"repurchase intention","score":0.9940000176429749},{"id":"https://openalex.org/keywords/consumer-trust","display_name":"consumer trust","score":0.8199999928474426},{"id":"https://openalex.org/keywords/generational-differences","display_name":"generational differences","score":0.8270000219345093},{"id":"https://openalex.org/keywords/generation-z","display_name":"Generation Z","score":0.8299999833106995},{"id":"https://openalex.org/keywords/older-adults","display_name":"older adults","score":0.9929999709129333},{"id":"https://openalex.org/keywords/interactive-experience","display_name":"interactive experience","score":0.9700000286102295},{"id":"https://openalex.org/keywords/after-sales-service","display_name":"after-sales service","score":0.9990000128746033},{"id":"https://openalex.org/keywords/intergenerational-trust","display_name":"intergenerational trust","score":0.7009999752044678},{"id":"https://openalex.org/keywords/moderated-mediation","display_name":"moderated mediation","score":0.5979999899864197},{"id":"https://openalex.org/keywords/douyin","display_name":"Douyin","score":0.8220000267028809},{"id":"https://openalex.org/keywords/taobao","display_name":"Taobao","score":0.9769999980926514}],"concepts":[{"id":"https://openalex.org/C179420905","wikidata":"https://www.wikidata.org/wiki/Q223871","display_name":"Mediation","level":2,"score":0.6560999751091003},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.6133000254631042},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.5421000123023987},{"id":"https://openalex.org/C24614281","wikidata":"https://www.wikidata.org/wiki/Q17086331","display_name":"Moderated mediation","level":2,"score":0.535099983215332},{"id":"https://openalex.org/C140781008","wikidata":"https://www.wikidata.org/wiki/Q1221081","display_name":"Service quality","level":3,"score":0.5318999886512756},{"id":"https://openalex.org/C46304622","wikidata":"https://www.wikidata.org/wiki/Q374814","display_name":"Certification","level":2,"score":0.5214999914169312},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.42739999294281006},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.4171999990940094},{"id":"https://openalex.org/C2775984563","wikidata":"https://www.wikidata.org/wiki/Q6501380","display_name":"Chinese people","level":3,"score":0.4000999927520752},{"id":"https://openalex.org/C116537","wikidata":"https://www.wikidata.org/wiki/Q2169973","display_name":"Service provider","level":3,"score":0.33070001006126404},{"id":"https://openalex.org/C3018279614","wikidata":"https://www.wikidata.org/wiki/Q31207","display_name":"Healthcare service","level":3,"score":0.3231000006198883},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.32120001316070557},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.3158999979496002},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.2953000068664551},{"id":"https://openalex.org/C75630572","wikidata":"https://www.wikidata.org/wiki/Q538904","display_name":"Applied psychology","level":1,"score":0.2815999984741211},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.26260000467300415}],"mesh":[{"descriptor_ui":"D000095225","descriptor_name":"East Asian People","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D000095225","descriptor_name":"East Asian People","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D000095225","descriptor_name":"East Asian People","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D000368","descriptor_name":"Aged","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D000368","descriptor_name":"Aged","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D000368","descriptor_name":"Aged","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D002681","descriptor_name":"China","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D002681","descriptor_name":"China","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D002681","descriptor_name":"China","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D005260","descriptor_name":"Female","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D005260","descriptor_name":"Female","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D005260","descriptor_name":"Female","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D008875","descriptor_name":"Middle Aged","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D008875","descriptor_name":"Middle Aged","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D008875","descriptor_name":"Middle Aged","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D011795","descriptor_name":"Surveys and Questionnaires","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D011795","descriptor_name":"Surveys and Questionnaires","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D011795","descriptor_name":"Surveys and Questionnaires","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D016901","descriptor_name":"Intergenerational Relations","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D016901","descriptor_name":"Intergenerational Relations","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D016901","descriptor_name":"Intergenerational Relations","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D033182","descriptor_name":"Intention","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D033182","descriptor_name":"Intention","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D033182","descriptor_name":"Intention","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D035502","descriptor_name":"Trust","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D035502","descriptor_name":"Trust","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D035502","descriptor_name":"Trust","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true}],"locations_count":3,"locations":[{"id":"doi:10.1371/journal.pone.0356797","doi":"https://doi.org/10.1371/journal.pone.0356797","is_oa":true,"landing_page_url":"https://doi.org/10.1371/journal.pone.0356797","pdf_url":"https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0356797&type=printable","source":{"id":"https://openalex.org/S202381698","display_name":"PLoS ONE","issn_l":"1932-6203","issn":["1932-6203"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","dongbi-c","doyens","erih-plus","jufo-1","ki-jl-1","medline","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310315706","host_organization_name":"Public Library of Science","host_organization_lineage":["https://openalex.org/P4310315706"],"host_organization_lineage_names":["Public Library of Science"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"PLOS One","raw_type":"journal-article"},{"id":"pmid:42647453","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/42647453","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"PloS one","raw_type":"Journal Article"},{"id":"pmh:oai:pubmedcentral.nih.gov:13514050","doi":null,"is_oa":true,"landing_page_url":"https://pmc.ncbi.nlm.nih.gov/articles/PMC13514050/","pdf_url":null,"source":{"id":"https://openalex.org/S2764455111","display_name":"PubMed Central","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"PLoS One","raw_type":"Text"}],"best_oa_location":{"id":"doi:10.1371/journal.pone.0356797","doi":"https://doi.org/10.1371/journal.pone.0356797","is_oa":true,"landing_page_url":"https://doi.org/10.1371/journal.pone.0356797","pdf_url":"https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0356797&type=printable","source":{"id":"https://openalex.org/S202381698","display_name":"PLoS ONE","issn_l":"1932-6203","issn":["1932-6203"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","dongbi-c","doyens","erih-plus","jufo-1","ki-jl-1","medline","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310315706","host_organization_name":"Public Library of Science","host_organization_lineage":["https://openalex.org/P4310315706"],"host_organization_lineage_names":["Public Library of Science"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"PLOS One","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7204275668.pdf","grobid_xml":"https://content.openalex.org/works/W7204275668.grobid-xml"},"referenced_works_count":13,"referenced_works":["https://openalex.org/W1979907230","https://openalex.org/W1998073066","https://openalex.org/W2005532382","https://openalex.org/W2061935394","https://openalex.org/W2137247419","https://openalex.org/W2153804514","https://openalex.org/W2607054088","https://openalex.org/W3000599720","https://openalex.org/W4235678817","https://openalex.org/W4385472517","https://openalex.org/W4386688134","https://openalex.org/W4388017404","https://openalex.org/W4414747697"],"related_works":[],"abstract_inverted_index":{"As":[0],"a":[1,45],"core":[2],"growth":[3],"driver":[4],"of":[5],"China's":[6],"digital":[7,18,28,66],"economy,":[8],"live":[9,183],"commerce":[10,184],"faces":[11],"intergenerational":[12,178],"trust":[13,62,117,179],"gaps-Gen":[14],"Z":[15,164],"(18-24":[16],"years,":[17,27],"natives)":[19],"prioritizes":[20],"interactive":[21,54,168],"experiences,":[22],"while":[23,162],"older":[24,86,141,172,198],"adults":[25,142],"(55+":[26],"immigrants)":[29],"rely":[30],"on":[31],"streamer":[32,147,195],"professionalism":[33,148],"and":[34,71,100,120,154,185],"after-sales":[35,56,155],"support,":[36],"leading":[37],"to":[38,146,167],"low":[39],"repurchase":[40,72,121],"rates.":[41],"This":[42],"study":[43,176],"constructs":[44],"moderated":[46],"mediation":[47],"model":[48],"with":[49],"service":[50,112],"quality":[51,113],"(streamer":[52],"professionalism,":[53],"experience,":[55],"support)":[57],"as":[58,63,68,74],"the":[59,64,69,75],"independent":[60],"variable,":[61],"mediator,":[65],"generations":[67,139],"moderator,":[70],"intention":[73,122],"dependent":[76],"variable.":[77],"Using":[78],"600":[79],"valid":[80],"questionnaires":[81],"(300":[82],"Gen":[83,151,159,163,193],"Z,":[84,194],"300":[85],"adults)":[87],"from":[88],"Chinese":[89,182],"platforms":[90],"(Douyin,":[91],"Taobao),":[92],"we":[93],"tested":[94],"hypotheses":[95],"via":[96],"SPSS":[97],"26.0":[98],"(reliability/validity)":[99],"Mplus":[101],"8.4":[102],"(SEM":[103],"+":[104],"multi-group":[105],"analysis).":[106],"Results":[107],"show:":[108],"(1)":[109],"All":[110],"three":[111],"dimensions":[114],"positively":[115],"predict":[116],"(\u03b2=0.22-0.31,":[118],"p<0.001)":[119],"(\u03b2=0.12-0.32,":[123],"p<0.01);":[124],"(2)":[125],"Trust":[126],"partially":[127],"mediates":[128],"these":[129],"relationships":[130],"(indirect":[131],"effects=0.033-0.057,":[132],"95%":[133],"CI":[134],"no":[135],"zero);":[136],"(3)":[137],"Digital":[138],"moderate:":[140],"are":[143],"more":[144],"sensitive":[145],"(\u03b2=0.37":[149],"vs.":[150,158,171],"Z's":[152,160],"0.22)":[153],"support":[156],"(\u03b2=0.32":[157],"0.15),":[161],"responds":[165],"stronger":[166],"experiences":[169],"(\u03b2=0.43":[170],"adults'":[173],"0.18).":[174],"The":[175],"enriches":[177],"theory":[180],"in":[181],"provides":[186],"practical":[187],"strategies":[188],"(e.g.,":[189],"AR":[190],"try-on":[191],"for":[192,197],"certification":[196],"adults).":[199]},"counts_by_year":[],"updated_date":"2026-10-12T09:40:04.860316","created_date":"2026-08-27T00:00:00"}