Exotic allure: How cultural distance affects consumer behavior in cross-border live streaming commerce

Cross-border live streaming has significant cultural differences. However, the influence of perceived novelty on consumer behavior remains unclear, and the mechanisms by which factors like cultural distance affect purchase intentions have not been fully elucidated. Based on cultural psychology and social cognitive theory, this study collected data through questionnaires and employed a Structural Equation Model (SEM) combined with multiple regression methods to explore how cultural distance, cultural novelty, and cultural identity affect purchase intentions in the context of cross-border live streaming. Cultural distance significantly influences purchase intentions via the mediating effect of cultural novelty. Furthermore, there are second-order and third-order interaction effects among the three types of cultural distance, all of which have substantial impacts on cultural novelty. Additionally, cultural identity positively moderates the relationship between cultural novelty and consumers' purchase intentions. The findings expand the research landscape concerning cross-border live streaming consumers' purchasing behaviors and provide a scientific foundation for developing effective marketing strategies in cross-border live streaming contexts.