Dynamic Game: Cross - cultural Mechanisms of Trust in Live - streaming E - commerce

Yimeng Zhang (), Mingding Zhou and Qiang Zhou
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Yimeng Zhang: Gui Yang University, Faculty of Economics and Management
Mingding Zhou: Gui Yang University, Faculty of Economics and Management
Qiang Zhou: Liupanshui Normal University, Faculty of Economics and Management

A chapter in Proceedings of the 13th International Conference on Business, Accounting, Finance and Economics (BAFE 2025), 2025, pp 72-89 from Springer

Abstract: Abstract The rapid expansion of cross-border e-commerce has established foreign trade live streaming as a critical tool for mitigating information asymmetry, reducing customer acquisition costs, and enhancing resource allocation efficiency in international trade. Confronting the limitations of Spence’s static signaling model in explaining dynamic interactions, this study constructs a tripartite dynamic signaling model (anchor-platform-audience) incorporating real-time bullet-screen feedback, platform algorithms, and cross-cultural factors. The results demonstrate that real-time interaction creates an effective signal feedback loop, boosting conversion rates by up to 30%. Cultural factors significantly moderate signal efficacy, as evidenced by the weight of official endorsement dropping from 0.78 in China to 0.32 in Western markets. This study proposes an operational signaling dashboard and an optimal resource allocation formula (ROI > 2.5), providing a quantitative decision-making tool for cross-border enterprises. The findings extend signaling theory to dynamic, multi-agent scenarios and offer micro-level evidence for platform governance and global digital trade policy.

Keywords: dynamic game theory; live-streaming e-commerce; cross-cultural trust; signal efficacy; ROI optimization (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-968-1_7

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DOI: 10.2991/978-94-6463-968-1_7

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