Abstract
With the rapid growth of global cross-border e-commerce, the apparel industry, as a key sector, has broken traditional marketing boundaries through e-commerce livestreaming and gradually entered the international market. However, due to significant differences in consumer needs and preferences across different cultural backgrounds, intercultural communication skills are crucial in cross-border e-commerce livestreaming. Based on Hofstede's cultural dimensions theory, this paper explores the application of intercultural communication in apparel cross-border e-commerce livestreaming. It analyzes how six cultural dimensions-high-context vs. low-context communication, power distance, individualism vs. collectivism, uncertainty avoidance, masculinity vs. femininity, indulgence vs. restraint-impact livestream communication and provides strategic suggestions for e-commerce livestream hosts to enhance communication in a cross-cultural context.
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