Cross-cultural Research And Web Design Practice Based On Cross-border E-commerce Between China And The United States

Since the 1990 s,the Internet industry has developed rapidly,and cross-border e-commerce relying on the sophisticated network environment has become popular,which has been a popular choice for people to go shopping across borders.As a new business model with the rise of the Internet era,the rapid development of cross-border e-commerce has attracted the attention of scholars at home and abroad.Most of the current researches on cross-border e-commerce platform focus on its prospects,policy trends and constraints,which even though involve the business models of cross-border e-commerce platform,yet are confined in the relatively single research perspectives,such as the platform operation mode or logistics system.At the same time,there are relatively limited researches that combine cross-border e-commerce with cultural fields,and scarce parts of the design involved are discussed.Therefore,what are the new features of cross-border e-commerce under the integration of culture and technology? What is the development trend of cross-border e-commerce in the future? How will e-commerce consumers in different countries and cultural backgrounds have different consumer psychology and behavior? Such issues still need to be studied in depth.This paper aims to examine the two leading companies in the global e-commerce industry: Amazon and Alibaba in the macroscopic context of politics,economics,culture,and social ecology.By comparing the operational capabilities and physical asset construction strategies of the two companies over the past two decades,and combining their product styles and visual design styles,a cross-cultural comparative analysis of the two influential cross-border e-commercial companies is carried out to determine the future development strategy and areas worth studying in the field of international business and the role that design can play in it.At the same time,the website interface of cross-border e-commerce sites,as the face and window for users to interact with the brand,is of great significance for product sales and brand communication.Therefore,this paper also hopes that based on the comparative analysis of e-commerce websites between China and the United States,the conclusions drawn and the author's professional skills and knowledge can be used to find a visual language that can not only reflect Chinese style but also be appreciated by consumers with different cultural backgrounds.