Global Cultural Convergence in Social Commerce: How Platforms Transform Trust-Building among Gen Z Consumers

This study challenges traditional cultural frameworks in social commerce by demonstrating how platform experience drives cultural convergence in trust-building behaviors among Gen Z consumers in China and the United States. Based on 26 in-depth interviews, the findings reveal that while initial trust practices reflect cultural distinctions, these differences diminish as platform experience grows. Both groups converge toward systematic trust-building strategies, including cross-platform verification and reliance on algorithmic trust signals. Drawing on Jenkins’ cultural convergence theory and Langlois’ technocultural framework, this study highlights the pivotal role of social commerce platforms in fostering global behavioral convergence. Features like personalized recommendations, peer reviews, and standardized interfaces transcend cultural boundaries, reshaping trust practices in increasingly dynamic digital environments. This research advances social commerce literature by showing how platform maturity mediates cultural differences, offering actionable insights for platforms and marketers to design trust-enhancing features that engage highly diverse global audiences while addressing localized needs.