Live Streaming in Cross-Border E-Commerce: A SICAS-Based Analysis of Consumer Behavior in a Small Enterprise

This study investigates the role of live streaming-as an emerging digital information system-in cross-border e-commerce through a case study of a Chinese-operated small enterprise based in Japan. Drawing on the SICAS (Sense–Interest & Interactive–Connect & Communicate–Action–Share) consumer behavior model, I analyze the firm’s operational workflow and conduct a quantitative analysis of transactional data using Python to profile consumer purchasing patterns. The findings reveal that live streaming significantly enhances product presentation through real-time interactivity and sustained seller–customer communication. Moreover, the integration of Key Opinion Leaders (KOLs) into live sales events fosters stronger consumer loyalty. However, challenges persist, particularly in post-purchase service delivery due to international logistics complexities and limited capacity for customer acquisition beyond existing networks. This research advances the understanding mobile-era consumer behavior in digital cross-border contexts and provides actionable insights for small enterprises leveraging live commerce platforms in global markets.