Bridging the Competency–Performance Gap in E-Commerce: A Social Cognitive Perspective on Vocational Talent Development

As the global digital economy expands, the demand for a workforce capable of navigating cross-border e-commerce (CBEC) has surged worldwide. However, existing educational frameworks often fail to effectively translate student competencies into actual workplace performance. Integrating Social Cognitive Theory with the Knowledge, Skills, Abilities, and Other characteristics (KSAO) framework, this study examines how specific competencies influence CBEC performance among Chinese vocational college students. A cross-sectional survey of 419 participants was analysed using covariance-based structural equation modeling (CB-SEM). The results indicate that task-oriented dimensions, specifically English skills, cultural knowledge, and workplace aptitude, significantly enhance both motivation and subsequent performance. Motivation functions as a crucial mediator, transforming latent potential into active capability.