Abstract

This study aims to examine cross-generational differences among Chinese female consumers regarding how the unique characteristics of their live stream fashion-shopping environments and post-purchase experiences influence their loyalty to live stream fashion stores. A total of 414 questionnaires were collected using an online survey method through a Chinese market research institute, and 389 valid surveys were used in the analysis. The respondents were female and between 18 and 55 years old, including Gen X (n = 121), Gen Y (n = 137), and Gen Z (n = 131). We found that the distinctive characteristics of Gens X, Y, and Z significantly influenced their live stream fashion-shopping experiences, generating cross-generational differences in the causal relationships among their perceived affordances, performance, confirmation, satisfaction, post-purchase trust, and loyalty. The findings of this study emphasize the importance of the fashion-shopping environment’s live stream affordances, such as visibility, substitutability, metavoicing, guidance shopping, or gamification, in gaining customer loyalty. This study expands the existing literature on affordances and supports the expectation–confirmation theory’s explanatory value in relation to live stream fashion shopping. The findings provide live stream fashion sellers with some important guidelines for managing their live stream stores when approaching target consumers.