跨文化心理学在跨境电商沟通中的应用——以“一带一路”沿线国家为例

The Application of Cross-cultural Psychology in Cross-border E-commerce Communication——An Illustrative Analysis of the Countries Along the Belt and Road

随着"一带一路"倡议的加快实施和跨境电商的快速发展,我国与"一带一路"沿线国家的跨境电商活动也日益频繁而密切。将跨文化心理学应用于跨境电商沟通领域有助于跨境电商卖家了解不同文化背景下消费者的心理特征与行为特点,为畅通有效的跨境电商沟通提供参考,从而促进我国与"一带一路"沿线国家跨境电商的共同发展。

With the rapid development of the Belt and Road initiative and the cross-border E-commerce, there have been increasingly frequent and close business activities of cross-border E-commerce between China and the countries along the Belt and Road. The application of cross-cultural psychology to cross-border E-commerce communication can help cross-border E-commerce sellers master the psychological characteristics and behavior characteristics of consumers under different cultural backgrounds, providing ref- erence for the effective cross-border E-commerce communication, and further promoting the mutual development of the cross-border E-commerce in China and the countries along the Belt and Road.