Work

Analysis of Cross-Cultural Barriers in Cross-Border E-commerce Live Streaming

Year: 2025

Type: article

Abstract: In the past few years, China’s cross-border e-commerce industry has witnessed remarkable growth, with live streaming emerging as a novel marketing approach to penetrate international markets (Z. Y. Wang and T. Li, 2023). Nevertheless, cross-border e-commerce live streaming confronts numerous challenges, among which cross-cultural barriers stand out prominently. This paper delves deep into these barriers and proposes corresponding strategies, aiming to assist cross-border e-commerce enterprises in transcending cultural differences, promoting the healthy development of cross-border e-commerce live streaming, and facilitating their better integration into the global market.

Source: Journal of Economics Business and Management

DOI: 10.18178/joebm.2025.13.3.881

Authors: Qianhui Yu, Linghe Bian

Institution: Zhejiang International Studies University

Language: English

Topic: E-commerce and Technology Innovations

Subfield: Business and International Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Funder: U.S. Department of Commerce

Award: G2186355850