文化距离视角下跨境服务电商消费者决策阻力与跨文化适配路径研究

Research on Consumer Decision-Making Barriers and Cross-Cultural Adaptation Pathways in Cross-Border Service E-Commerce from the Perspective of Cultural Distance

摘要: 数字经济背景下，跨境文化服务电商已成为中华文化跨境传播的核心商业载体，而文化距离是制约海内外受众消费决策与文化接受的核心隐性因素。现有研究多聚焦实物电商的跨境运营问题，鲜有研究从跨文化传播视角，系统性阐释文化距离对跨境服务电商消费者决策的阻力生成机制。本文以文化距离理论、跨文化适配理论与消费者行为理论为核心框架，厘清跨境服务场景下文化距离的维度构成，解构文化距离作用于消费者决策全链路的四类核心阻力，最终构建针对性的跨文化适配路径体系。本文既丰富了跨境服务电商消费者行为的理论研究，也为跨境文化服务的本土化运营提供实践参考，更为数字时代中华文化的跨境有效传播提供了理论支撑。

Abstract: In the context of the digital economy, cross-border cultural service e-commerce has become a core commercial vehicle for the cross-cultural dissemination of Chinese culture. Cultural distance is a key implicit factor restricting the consumption decisions and cultural acceptance of domestic and overseas audiences. Existing research mostly focuses on operational issues in physical goods e-commerce, with few studies systematically explaining the mechanisms of consumer decision resistance in cross-border service e-commerce from the perspective of cross-cultural communication. This paper takes cultural distance theory, intercultural adaptation theory, and consumer behavior theory as its core framework, clarifies the dimensional composition of cultural distance in cross-border service scenarios, deconstructs four types of core resistance through which cultural distance affects the entire consumer decision-making chain, and finally constructs a targeted system of cross-cultural adaptation pathways. This study not only enriches theoretical research on consumer behavior in cross-border service e-commerce, but also provides practical references for the localized operation of cross-border cultural services, and offers theoretical support for the effective cross-border dissemination of Chinese culture in the digital era.