Application and challenge analysis of six-dimensional space theory in cross-border e-commerce

The six-dimensional space theory, also known as the Six Degrees of Separation theory, is the basic theory of social network marketing. Its proposer is Stanley Milgram, a psychology professor at Harvard University. Through his 1967 chain letter experiment, Milgram discovered that any two people are connected by no more than five intermediaries, meaning that any stranger can establish a connection within six degrees.

In the context of cross-border e-commerce, the six-dimensional space theory has brought new thinking. Although feasible in theory, in practical applications, the efficiency of social interaction and communication will be affected by individual differences. For example, although globally famous figures such as Obama can be contacted through various networks, marketers need to think about how to effectively convert such connections into business opportunities. This raises a key question: in social communication, whether information delivery can effectively promote business behavior, not just achieve goals.

In real life, social communication is not costless. Every information dissemination through personal networks involves multiple factors such as time, money, and relationship costs, which is just like the dissemination cost mentioned in the six-dimensional space theory. For example, in Milgram’s experiment, the cost of mailing the letter, the time cost, and the cost of “owing favor” felt by the forwarder, etc., all constitute the basic cost of information dissemination. In a cross-border e-commerce environment, higher communication costs may affect marketing profitability.

In order to increase the profitability of communication, e-commerce sellers need to effectively reduce the cost of social communication. For example, you can use social media platforms to build a six-degree network of people to achieve a more efficient information diffusion effect. At the same time, understanding the purpose of social communication and how to promote more valuable exchanges will be the key to the success of cross-border e-commerce.

The six-dimensional space theory provides an important theoretical framework for cross-border e-commerce marketing. However, in actual operation, how to overcome communication costs and achieve real commercial benefits still requires in-depth research and practice.