The Influence Mechanism And Countermeasures Of Language Distance On Cross-Border E-Commerce

In the process of economic globalization and regional integration,cross-border e-commerce has become a new format and mode of international trade with the development of Internet technology.Affected by the global financial crisis,traditional trade is weakening,but cross-border e-commerce bucks the trend.In the first half of 2020,the solid development of cross-border e-commerce was a strong support for China’s foreign trade during the pandemic period.Online trade mode based on Internet technology makes cross-border e-commerce break through the limitation of geographical distance in traditional trade,and differences in language and culture become an important factor affecting cross-border e-commerce transactions.In order to clarify the specific effects of language distance on China’s cross-border e-commerce trade flows,the study firstly comprehensively reviews the relevant literature at home and abroad,and analyzes the mechanism of language distance on cross-border e-commerce trade flow from a qualitative perspective based on the transaction cost theory and demand preference theory.Secondly,the paper analyzes the current situation of cross-border e-commerce of world and China.Thirdly,on the basis the import and export trade data of China and 44 cross-border e-commerce trading partners from 2013 to 2018,this paper substitutes two core explanatory variables of Chinese language distance and English language distance in gravity model to empirically analyze the impacts of language distance on China’s cross-border e-commerce import and export trade flow,and further carries out heterogeneity analysis based on different regions and income levels.Finally,corresponding countermeasures and suggestions are put forward in accordance with the empirical results.Figure[10]table[19]reference[77]...