Discussion on Consumers' Purchase Intention in Cross-cultural Context: A Conceptual Study of E-commerce Supply Chain as an Example
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Abstract
In the rapidly developing global E-commerce landscape, regional cultural differences significantly impact consumer behavior and preferences. This study focuses on how cultural diversity in regions such as China, Western countries, and Southeast Asia affects E-commerce marketing strategies and brand building. It investigates how cultural differences shape consumer demand psychology, purchasing habits, and consumption preferences, and offers strategies to address these differences effectively.
Firstly, the study analyzes cultural differences within China and globally, revealing their effects on consumer trust, purchase decisions, and brand loyalty. It highlights how these differences influence preferences for product types, payment methods, and shopping times. Secondly, it emphasizes the need for personalized products and services and suggests integrating cultural elements to enhance brand image.
The study also stresses the importance of refined marketing strategies. It recommends using data analysis to understand the specific needs of consumers from different cultural backgrounds and employing localization strategies to tailor marketing messages and promotions. Additionally, it advises E-commerce companies to develop brands with regional characteristics and promote cross-cultural exchanges to improve consumer satisfaction.
In summary, this study provides E-commerce enterprises with comprehensive strategies for understanding and managing cultural differences. It offers valuable insights for future E-commerce marketing and brand building, helping platforms meet diverse consumer needs and gain a competitive edge in the global market.
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