ENHANCING CROSS-BORDER E-COMMERCE PURCHASE INTENTION: THE INTERPLAY OF CULTURAL INTELLIGENCE AND EMPATHY

Authors

  • Xiaochuan JIANG School of Administrative Studies, Maejo University, Thailand
  • Somkid KAEWTIP School of Administrative Studies, Maejo University, Thailand
  • Bongkochmas EK-IEM School of Administrative Studies, Maejo University, Thailand
  • Winit PHARCHARUEN School of Administrative Studies, Maejo University, Thailand
  • Pradtana YOSSUCK School of Administrative Studies, Maejo University, Thailand

DOI:

https://doi.org/10.14456/aamr.2025.48

Keywords:

Cultural Intelligence, Empathy, Self-Management, Purchase Intention, Cross-Border E-commerce

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.

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Published

2026-02-27

How to Cite

JIANG, X., KAEWTIP, S., EK-IEM, B. ., PHARCHARUEN, W., & YOSSUCK, P. (2026). ENHANCING CROSS-BORDER E-COMMERCE PURCHASE INTENTION: THE INTERPLAY OF CULTURAL INTELLIGENCE AND EMPATHY. Asian Administration and Management Review, 8(2), Article 23. https://doi.org/10.14456/aamr.2025.48

Issue

Vol. 8 No. 2 (2025): Asian Administration and Management Review

Section

Articles

License

Copyright (c) 2025 Xiaochuan JIANG, Somkid KAEWTIP, Bongkochmas EK-IEM, Winit PHARCHARUEN, Pradtana YOSSUCK

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.