The Impact Of Live-Streaming E-Commerce On Cross-Border Consumer Behavior: A Policy And Trade Perspective

Abstract

This paper examines how live-streaming e-commerce influences cross-border consumer behaviour in terms of trust, interactivity, and regulatory disparities. It uses the theories of Transaction Cost Economics and platform economics through a qualitative approach which will combine literature review, policy analysis, and case studies of TikTok Shop, Lazada and Shopee Live. The results indicate that authenticity, interactivity, and open regulation lead to consumer trust and buying intentions. The contribution of the study is the association of digital trust systems with models of cross-border trade and providing effective recommendations to platforms and policymakers to enhance consumer trust in international digital commerce.