Global online shopping as a catalyst for intercultural sensitivity: Evidence from 69 countries

Amid globalization and digitalization, cross-border e-commerce has become a key driver of global trade, connecting consumers and sellers from diverse cultures. However, its socio-psychological implications remain underexplored. Treating cross-border online shopping as an informal multicultural experience, this study examines its causal impact on intercultural sensitivity and mechanisms. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Intercultural Sensitivity Scale (ISS), we integrated survey data from 1512 consumers in 69 countries with national indicators such as GDP per capita and the Globalization Index to estimate a single-group structural equation model. A multi-group model assessed heterogeneity across gender, Hofstede's cultural dimensions, and the B2C e-commerce index. Results show that: (1) cross-border online shopping significantly enhances intercultural sensitivity; (2) high service and product satisfaction amplify this effect, whereas low satisfaction diminishes it; (3) economic development and globalization also foster intercultural sensitivity; (4) performance expectancy, effort expectancy, social influence, and facilitating conditions jointly predict consumption behavior; (5) demographic, cultural, and technological contexts shape these mechanisms (e.g., collectivists relying more on social influence and facilitating conditions, showing stronger sensitivity gains). The study offers novel theoretical insights for intercultural sensitivity research and practical guidance for promoting cross-border e-commerce in diverse markets.