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ENHANCING CROSS-BORDER E-COMMERCE PURCHASE INTENTION: THE INTERPLAY OF CULTURAL INTELLIGENCE AND EMPATHY |
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| รหัสดีโอไอ | |
| Creator | Xiaochuan JIANG |
| Title | ENHANCING CROSS-BORDER E-COMMERCE PURCHASE INTENTION: THE INTERPLAY OF CULTURAL INTELLIGENCE AND EMPATHY |
| Contributor | Somkid KAEWTIP, Bongkochmas EK-IEM, Winit PHARCHARUEN, Pradtana YOSSUCK |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2568 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 8 |
| Journal No. | 2 |
| Page no. | Article 23 |
| Keyword | Cultural Intelligence, Empathy, Self-Management, Purchase Intention, Cross-Border E-commerce |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/283107 |
| ISSN | 2730-3683 |
| Abstract | The burgeoning cross-border e-commerce (CBEC) market in Asia demands talent with strong cultural intelligence (CQ) beyond technical skills. This study investigates the interplay among CQ, empathy (E), self-management (SM), and consumer purchase intention (PI) among 307 students from Yunnan's Higher Vocational Colleges, key to developing CBEC talent for Southeast Asian markets. A quantitative survey collected data from these students, who are jointly trained with CBEC enterprises. Analysis reveals CQ significantly influences both empathy and purchase intention. Self-management positively moderates the CQ-E relationship, enhancing host-consumer connection. Empathy partially mediates the effect of CQ on purchase intention, highlighting its crucial mechanistic role. These findings offer robust recommendations for designing targeted CQ training and operational strategies for CBEC enterprises and HVCs in Yunnan, enhancing sales performance and talent cultivation. This research contributes valuable insights for fostering successful CBEC talent development and strategies in the dynamic Asian market. |
