Bridging cultural gaps through consumption: how social media and perceived value shape international students’ purchase intentions in China

IntroductionWith the rapid growth of the international student population in China, understanding their cross- cultural consumption behavior has become increasingly important. However, existing studies have primarily focused on immigrants or long- term residents, leaving the psychological transformation process from value perception to consumption integration among short- term international students largely underexplored.MethodsThis study integrates perceived value theory, cultural adaptation th