• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2025 > Volume 13 Number 3 (2025) >
JOEBM 2025 Vol.13(3): 293-297
DOI: 10.18178/joebm.2025.13.3.881

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

Yu Qianhui* and Bian Linghe
Zhejiang International Studies University, Zhejiang, China
Email: millerdebella@gmail.com (Y.Q.H.); bianlinghe@gmail.com (B.L.H.)
*Corresponding author

Manuscript received November 5, 2024; accepted June 5, 2025; published August 4, 2025.

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.
 
Keywords—cross-border e-commerce, cross-cultural barriers, cultural differences, live marketing

Cite: Yu Qianhui and Bian Linghe, "Analysis of Cross-Cultural Barriers in Cross-Border E-commerce Live Streaming," Journal of Economics, Business and Management, vol. 13, no. 3, pp. 293-297, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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