Author(s)

Ying Zhang

Corresponding Author

Ying Zhang

Abstract

E-commerce activities have weakened the spatial distance in traditional business activities. Formally, domestic e-commerce activities and cross-border e-commerce activities are not fundamentally different from each other. However, due to differences in national culture and trading systems, consumers’ purchasing behaviors vary from country to country. At present, due to the strong support of the Chinese government for cross-border e-commerce policies and the aggressive marketing strategies of cross-border e-commerce companies, the cross-border e-business with the US and Europe expands quickly. Nevertheless, as a neighbor of China, Japan’s e-commerce business has grown slowly. We need to analyze its internal reasons from the perspective of national culture to help Chinese e-commerce companies to choose and to formulate their marketing strategies in the Japanese market. Establishing a good and stable relationship with Japanese companies and consumers to seek development is a common wish of China and Japan. It fits with the same cultural characteristics as well

Keywords

Cross-border e-commerce, National culture, Physical retail, E-commerce