Study on the Application of Intercultural Communication in Apparel Cross-Border E-commerce Livestreaming
Year: 2024
Type: article
Abstract: With the rapid growth of global cross-border e-commerce, the apparel industry, as a key sector, has broken traditional marketing boundaries through e-commerce livestreaming and gradually entered the international market. However, due to significant differences in consumer needs and preferences across different cultural backgrounds, intercultural communication skills are crucial in cross-border e-commerce livestreaming. Based on Hofstede's cultural dimensions theory, this paper explores the application of intercultural communication in apparel cross-border e-commerce livestreaming. It analyzes how six cultural dimensions-high-context vs. low-context communication, power distance, individualism vs. collectivism, uncertainty avoidance, masculinity vs. femininity, indulgence vs. restraint-impact livestream communication and provides strategic suggestions for e-commerce livestream hosts to enhance communication in a cross-cultural context.
DOI: 10.54097/ps94mn60
Author: Dan Gao
Institution: Guangdong University of Science and Technology
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403042353