Developing a cross-cultural competence model for cross-border e-commerce practitioners: Empirical validation and implications for entrepreneurial education
Year: 2026
Type: article
Study design: Observational Study
Abstract: Objective: This study proposes a cross-cultural competence (CCC) model for Chinese college students in the cross-border e-commerce (CBEC) sector, aiming to identify key dimensions and support talent development in digital global trade. Research Design & Methods: We conducted a cross-sectional questionnaire survey among 592 CBEC students from 10 universities in China. We applied a two-step structural equation modelling (SEM) approach to identify and validate key dimensions and test interrelationships. We performed the analysis using SPSS Statistics 26 and AMOS 24, ensuring statistical rigour. Findings: The results support a validated second-order model of cross-cultural competence in CBEC, comprising five core dimensions: English Skills, Workplace Aptitude, Cultural Knowledge, Cultural Sensitivity, and CBEC Expertise. Among them, CBEC Expertise and Cultural Knowledge demonstrated the strongest contributions. The model showed a strong positive effect on CBEC performance and achieved good overall fit, confirming both its structural soundness and practical relevance. Implications & Recommendations: This study provides practical implications for entrepreneurial education, offering a validated framework to guide the development of cross-cultural competence among CBEC practitioners, thereby enhancing their ability to operate effectively in global markets. Contribution & Value Added: This study advances the theoretical understanding of cross-cultural competence in CBEC by empirically validating a multi-dimensional, second-order model, integrating factor structures and their relative influences, which scholars have not systematically examined in this context before.
Institution: National University of Malaysia
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W7140098569