An Empirical Study on the Impact of Localised Content on Consumer Purchase Intentions in Cross-Border Live-Streaming E-Commerce: The Mediating Role of Perceived Value

Abstract

Cross-border live-streaming e-commerce has experienced rapid growth, but this has also been accompanied by cultural mismatches that have led to a prominent “high traffic, low conversion” problem. Based on the S-O-R theory, this study deconstructs localized content into localized content presentation and localized social interaction, constructs a “localized content—perceived value—purchase intention” model, and examines the mediating role of perceived value. The results show that both localized content presentation and localized social interaction have a significant positive impact on consumers’ perceived value; perceived value plays a significant mediating role between localized content and purchase intention; and dynamic social interaction-based localization is more effective than static content presentation. This study extends the application of the S-O-R model and perceived value theory to cross-border live-streaming scenarios, providing practical guidance for cross-cultural operations and conversion rate improvement in live-streaming e-commerce.