Investigating the Mechanism of Cultural Difference Impact on Consumer Buying Motivation in Cross-cultural Marketing: A Perspective Based on Livestream E-commerce

This research aims to explore the influencing factors of multinational corporations’ livestream e-commerce behavior in a cross-cultural environment, providing valuable suggestions for multinational corporations to attract their target consumers more effectively in different cultural contexts. Utilizing a literature review approach, this study focuses on cultural difference, consumer buying motivation, effectiveness of livestream e-commerce, and anchor reliability as research issues, investigating their interactive impacts. The study analyzes the influencing factors of 322 Chinese on-site business users of cross-cultural brands. The analysis content includes the relationships among cultural difference, consumer buying motivation, effectiveness of livestream e-commerce, and anchor reliability. Cultural difference, consumer buying motivation, effectiveness of livestream e-commerce, and anchor reliability significantly influence multinational corporations’ livestream e-commerce behavior in a cross-cultural environment. In light of these findings, the study provides multinational corporations with insights into understanding the cultural characteristics and consumer psychology of their target markets, essential for the development of targeted marketing strategies.