Vol. 14 No. 1 (2026)
March 2026

Articles

Developing a cross-cultural competence model for cross-border e-commerce practitioners: Empirical validation and implications for entrepreneurial education

Published 2026-03-23

  • Ziyun Song
    • ,
  • Sheerad Sahid
    • ,
  • Iszan Hana Kaharudin

Ziyun Song
Guangdong Polytechnic of Water Resources and Electric Engineering

Sheerad Sahid
Universiti Kebangsaan Malaysia

Iszan Hana Kaharudin
Universiti Kebangsaan Malaysia

Abstract

Objective: This study proposes a cross-cultural competence (CCC) model for Chinese college students in the cross-border e-commerce (CBEC) sector, aiming to identify key dimensions and support talent development in digital global trade.

Research Design & Methods: We conducted a cross-sectional questionnaire survey among 592 CBEC students from 10 universities in China. We applied a two-step structural equation modelling (SEM) approach to identify and validate key dimensions and test interrelationships. We performed the analysis using SPSS Statistics 26 and AMOS 24, ensuring statistical rigour.

Findings: The results support a validated second-order model of cross-cultural competence in CBEC, comprising five core dimensions: English Skills, Workplace Aptitude, Cultural Knowledge, Cultural Sensitivity, and CBEC Expertise. Among them, CBEC Expertise and Cultural Knowledge demonstrated the strongest contributions. The model showed a strong positive effect on CBEC performance and achieved good overall fit, confirming both its structural soundness and practical relevance.

Implications & Recommendations: This study provides practical implications for entrepreneurial education, offering a validated framework to guide the development of cross-cultural competence among CBEC practitioners, thereby enhancing their ability to operate effectively in global markets.

Contribution & Value Added: This study advances the theoretical understanding of cross-cultural competence in CBEC by empirically validating a multi-dimensional, second-order model, integrating factor structures and their relative influences, which scholars have not systematically examined in this context before.

Keywords

entrepreneurial education, structural equation modelling, social media marketing, cross-cultural communication, intercultural competence, global mindset

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Author Biography

Ziyun Song

Lecturer, School of Foreign Languages and Trade, Guangdong Polytechnic of Water Resources and Electric Engineering (China). His research interests include intercultural competence, cross-border e-commerce, and business education.

Sheerad Sahid

PhD in Education (2015, Universiti Kebangsaan Malaysia, Malaysia); Associate Professor at the Faculty of Education, Universiti Kebangsaan Malaysia (Malaysia). His research interests include entrepreneurship education, economic well-being, and entrepreneurial marketing.

Iszan Hana Kaharudin

PhD in Education (2017, Universiti Kebangsaan Malaysia, Malaysia); Assistant Dean of Entrepreneurship & Creativity at the School of Liberal Studies, Universiti Kebangsaan Malaysia (Malaysia). Her research interests include educational innovation, entrepreneurship development, and creative pedagogy.

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