社交电商与跨境电商的融合模式研究：以直播带货与短视频出海为例

Research on the Integration Model of Social E-Commerce and Cross-Border E-Commerce: A Case Study of Live-Streaming Sales and Short Video Globalization

摘要: 随着全球数字消费形态的演进，以直播带货和短视频为代表的国内社交电商模式正加速向跨境电商领域渗透与融合，构建出一种全新的“社交化跨境电商”范式。本文旨在探讨这一融合模式的内在机理、特有挑战及其应对策略。研究认为，直播与短视频通过构建“场景化展示”“实时化互动”与“人格化信任”的核心机制，有效克服了传统跨境电商中存在的信任壁垒与文化隔阂，显著降低了跨文化消费的信任成本。同时，该模式通过激发兴趣导向的潜在需求，创造了区别于传统搜索电商的增量消费市场。然而，其在跨境场景下的应用也面临因社交互动特性而衍生的特有挑战，包括即时性互动对供应链的冲击、跨文化实时沟通的风险、数据合规的复杂性等。本研究通过系统分析该融合模式的运行逻辑与实践路径，旨在为跨境电商企业转型升级提供理论参考与实践指引，推动全球数字贸易向更加多元化和个性化的方向发展。

Abstract: With the evolution of global digital consumption, domestic social commerce models represented by live-streaming sales and short videos are rapidly penetrating and integrating into the cross-border e-commerce sector, forming a new paradigm of “socialized cross-border e-commerce”. This paper aims to explore the intrinsic mechanisms, unique challenges, and corresponding strategies of this integrated model. The study suggests that live-streaming and short videos effectively overcome the trust barriers and cultural gaps inherent in traditional cross-border e-commerce by establishing core mechanisms such as “scenario-based presentation”, “real-time interaction”, and “personalized trust”. This significantly reduces the trust costs associated with cross-cultural consumption. Meanwhile, the model stimulates interest-driven latent demand, creating an incremental consumption market distinct from traditional search-based e-commerce. However, its application in cross-border contexts also faces unique challenges stemming from the nature of social interaction, including the impact of real-time interaction on supply chains, risks of cross-cultural communication, and the complexity of data compliance. Through systematic analysis of the operational logic and practical pathways of this integrated model, this research seeks to provide theoretical references and practical guidance for the transformation and upgrading of cross-border e-commerce enterprises, promoting the development of global digital trade toward a more diversified and personalized direction.