Proceedings of the 13th International Conference on Business, Accounting, Finance and Economics (BAFE 2025)

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

Authors
Yimeng Zhang1, *, Mingding Zhou1, Qiang Zhou2
1Faculty of Economics and Management, Gui Yang University, 550005, Gui Yang, China
2Faculty of Economics and Management, Liupanshui Normal University, 553004, Liupanshui, China
*Corresponding author. Email: 2047496922@qq.com
Corresponding Author
Yimeng Zhang
Available Online 28 December 2025.
DOI
10.2991/978-94-6463-968-1_7How to use a DOI?
Keywords
dynamic game theory; live-streaming e-commerce; cross-cultural trust; signal efficacy; ROI optimization
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 13th International Conference on Business, Accounting, Finance and Economics (BAFE 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
28 December 2025
ISBN
978-94-6463-968-1
ISSN
2352-5428
DOI
10.2991/978-94-6463-968-1_7How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yimeng Zhang
AU  - Mingding Zhou
AU  - Qiang Zhou
PY  - 2025
DA  - 2025/12/28
TI  - Dynamic Game: Cross - cultural Mechanisms of Trust in Live - streaming E - commerce
BT  - Proceedings of the 13th International Conference on Business, Accounting, Finance and Economics (BAFE 2025)
PB  - Atlantis Press
SP  - 72
EP  - 89
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-968-1_7
DO  - 10.2991/978-94-6463-968-1_7
ID  - Zhang2025
ER  -