Analysis reveals cross-cultural communication strategies in e-commerce live streaming on Amazon and Alibaba, suggesting optimization methods.
With the acceleration of global market integration, cross-border e-commerce live streaming has emerged as a new form of international trade, yet scholarly research on its cross-cultural communication remains limited. This study examines live streaming practices on Amazon and Alibaba International Station to analyze the cross-cultural characteristics of live streaming texts. Effective communication in this context requires anchors to possess solid cultural knowledge, adaptable communicative skills, and an open, inclusive mindset. Drawing on these findings, the paper proposes targeted optimization strategies: strengthening cultural awareness training, localizing live streaming content, and refining both linguistic and non-verbal communication strategies. These measures aim to enable practitioners to better meet the demands of diverse cultural markets, enhance communication effectiveness, and ultimately strengthen competitiveness in the global marketplace.
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Ding et al. (2025) studied this question.
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