跨境二手电商平台的消费者参与度研究：基于循环经济视角与跨国文化差异

Consumer Participation Study in Cross-Border Second-Hand E-Commerce Platforms: From the Perspectives of Circular Economy and Cross-National Cultural Differences

摘要: 随着循环经济理念的全球推广和跨境电商的快速发展，跨境二手电商平台成为连接可持续消费与国际市场的重要渠道。本研究基于循环经济理论与霍夫斯泰德文化维度理论，通过结构方程模型(SEM)与多群组分析，探究跨国文化差异对消费者参与跨境二手电商平台的影响路径及调节机制。以中国、美国、德国三国消费者为样本的实证研究表明：(1) 循环经济价值观(环保意识、资源节约偏好)显著正向驱动消费者参与行为；(2) 文化差异通过“风险感知–信任”链式中介影响参与意愿，其中不确定性规避与长期导向维度差异作用尤为突出；(3) 平台透明度在国际市场中发挥跨文化缓冲效应。研究结果为跨境二手电商平台优化国际化运营策略、推动全球可持续消费转型提供了理论依据与实践启示。

Abstract: With the global promotion of circular economy principles and the rapid development of cross-border e-commerce, cross-border second-hand e-commerce platforms have emerged as critical channels bridging sustainable consumption and international markets. Grounded in circular economy theory and Hofstede’s cultural dimensions theory, this study employs structural equation modeling (SEM) and multi-group analysis to investigate the impact pathways and moderating mechanisms of cross-national cultural differences on consumer participation in such platforms. Empirical research on consumer samples from China, the United States, and Germany reveals that: (1) Circular economy values (environmental awareness, resource conservation preferences) significantly and positively drive consumer participation behavior; (2) Cultural differences influence participation intention through a “risk perception-trust” chain mediation, with uncertainty avoidance and long-term orientation dimensions playing prominent roles; (3) Platform transparency demonstrates a cross-cultural buffering effect in international markets. These findings provide theoretical foundations and practical insights for optimizing the internationalization strategies of cross-border second-hand platforms and advancing global sustainable consumption transitions.