A Study on the Impact of Language Service Facilitation on Cross-border E-commerce Platforms on Trade Scale

Abstract

The language barrier is a core obstacle restricting cross-border e-commerce, and the facilitation of platform language services offers a new perspective for explaining the expansion of trade scale. This study explores the underlying mechanism through which language services influence trade scale, starting from their embeddedness in the trade process. The research proposes three pathways of impact. At the level of trade accessibility, interface anchoring builds initial trust, information translation enhances search efficiency, and real-time communication empowerment drives the conversion of inquiries. At the level of transaction costs, language services reduce the costs of information search and screening, bilingual interaction optimizes negotiation and decision-making, and after-sales support strengthens repurchase intention. At the level of network externalities, the connection of language nodes drives synergistic user growth, cross-lingual transactions increase market thickness, and service iteration interacts with the diversification of trade structure. The study indicates that language service facilitation is a value-creating element embedded in the platform ecosystem, and its impact demonstrates holistic and cumulative characteristics. This research provides a theoretical explanation at the mechanistic level for understanding the economic effects of language functions.