Enhancing Competitiveness in Cross-Border E-Commerce Through Knowledge-Based Consumer Perception Theory: An Exploration of Translation Ability

Drawing from consumer perception theory, this research has thoughtfully crafted a hypothetical model to explore the intricate dynamics between translation ability and the competitiveness of cross-border e-commerce. Empirical testing of this model was conducted using structural equation modeling (SEM) and real-world sample data. This empirical analysis has brought to light a series of significant findings that underscore the importance of translation ability in shaping consumer perceptions and, consequently, the competitive landscape of cross-border e-commerce. Translation ability positively and substantially influences consumer perception in cross-border e-commerce. The data reflects a strong and positive correlation between translation ability and consumer service perception, technology perception, quality perception, and price perception. This alignment suggests that adept translation significantly enhances how consumers perceive these key dimensions, emphasizing language’s pivotal role in consumer interactions within cross-border e-commerce platforms. The positive correlations do not end at the individual perception levels. In turn, consumer service, technology, quality, and price perceptions are positively correlated with cross-border e-commerce competitiveness. These findings emphasize the interconnectedness of these dimensions and underline their collective significance in determining the competitive advantage of e-commerce platforms in the global marketplace. Consumers are influenced by translation ability and the quality of service, technology, product support, and pricing. Based on these findings, this paper posits valuable suggestions and countermeasures to enhance enterprise translation ability and foster the healthy development of cross-border e-commerce. Leveraging these insights, businesses operating in the cross-border e-commerce space can take proactive steps to improve their translation processes, enhance customer service, optimize technology interfaces, elevate product support, maintain product quality, and competitively price their offerings. By doing so, enterprises can position themselves more favorably in the fiercely competitive cross-border e-commerce arena, delivering a more satisfactory shopping experience for consumers and fostering sustainable growth in this ever-evolving global marketplace.