The Impact of Cultural Differences in Cross-Border E-commerce on Consumer Decision-Making

Abstract

This article explores how cultural differences affect consumer decision-making in cross-border e-commerce. Research suggests that cultural differences influence consumers' purchasing preferences and decisions. These differences impact cognitive patterns, emotional responses, and social behavior. The findings imply that e-commerce platforms may need to adopt localized strategies tailored to the demand characteristics of different cultures. These strategies should focus on areas such as product design, advertising, payment methods, and aftersales service.