Social commerce use intention: The mediating effect of trust and the moderating effect of generational cohorts

Research background: Social commerce represents a quickly growing field with significant implications for e-commerce and marketing. It has been gaining importance in recent years due to the popularity of social media and online shopping. The evolving nature of social commerce impacts consumer behavior. Despite evidence that age cohorts exhibit distinct digital behaviors, generational differences in s-commerce adoption remain underexplored. Purpose of the article: This study examines the role of communication via social media, prior online experience, and trust in shaping s-commerce use intention. It specifically investigates generational differences between Generation X (Gen X) and Generation Y (Gen Y), addressing gaps in existing research on trust and digital engagement. Methods: A quasi-representative sample of Gen X and Gen Y respondents was analyzed using multi-group structural equation modeling. The study tested a mediation model, evaluating whether trust mediates the relationship between communication, experience, and s-commerce use intention across generations. Findings & value added: The results highlight significant differences and similarities in consumers' intention to use social commerce between generations. Trust mediates the adoption process only for Gen X, while Gen Y relies more on direct social media interactions. This suggests that older consumers prioritize trust-building mechanisms, whereas younger consumers are more influenced by social engagement and peer interactions. This study extends s-commerce adoption models by incorporating generational cohort theory, offering practical insights for businesses to optimize trust-building and communication strategies based on generational preferences. The findings support targeted strategies to enhance customer engagement and increase s-commerce adoption in emerging markets.