Analysis Of The Impact Of Japanese Consumer Behavior On Cross-border E-commerce

The rapid development of the Japanese e-commerce market has made it the third largest e-commerce market in the world(the United States and China are ranked first and second respectively).Japan's e-commerce market has the fastest growth rate among all retail channels,but only 5%,so there is still greater potential and room for growth.At the same time,the Japanese e-commerce market has many high-value consumers,attracting many businesses to enter the Japanese e-commerce market,but many businesses do not have a deep understanding of the Japanese cross-border e-commerce market and Japanese consumers.Therefore,understanding the behavior of Japanese consumers and their impact on cross-border e-commerce will help companies and merchants to open the Japanese cross-border e-commerce market.This article uses a questionnaire survey method to conduct research on Japanese consumer behavior,draws out Japanese cross-border e-commerce consumers' use of cross-border e-commerce platforms,consumer preferences and consumer behaviors,and analyzes how Japanese consumer behavior affects cross-border e-commerce platforms.Quotient has an impact.Through a comparative case analysis,the two major cross-border e-commerce platforms in Japan,Amazon and Rakuten,were developed in the Japanese market,and how they were welcomed by Japanese consumers and developed successfully by adjusting their business strategies in the Japanese market.Draw the following conclusions: First,consumer behavior affects the utilization rate and purchase frequency of cross-border e-commerce platforms.Amazon is the platform most frequently used and purchased by Japanese people,followed by Rakuten and Yahoo.Second,Japanese consumer behavior affects their purchasing decisions on cross-border e-commerce platforms.Third,Japanese consumer behavior affects the product selection,pricing,after-sales payment methods and marketing strategies of cross-border e-commerce platforms.