Influence of Cultural Differences on the Establishment of Consumer Trust in a Socialized Cross-Border E-Commerce

Abstract

This research paper examines the necessity of identifying cultural issues in online globalization and emphasizes that payment and logistic systems, as well as language, are the most important variables that any company should consider during their online globalization process. With the rapid development of the network and the continuous integration of the world economy, cross-border e-commerce has become more important and convenient. However, there are a number of electronic transaction problems that hinder the smooth functioning of this concept, thus creating distrust between the parties to the transaction, such as non-delivery, inaccurate quantities of goods, fraudulent transactions and low-quality goods, which are related to cultural differences, quality problems of the goods themselves and many other aspects. There is huge room for cross-border e-commerce development, and there are trust problems such as fraud and false transactions in all development processes. Based on the factors of cultural differences and consumer trust, this paper establishes an evaluation model of consumer trust in cross-border e-commerce, including honesty, goodwill, and ability. This article uses deep learning to establish a credit evaluation model, analyzes credit evaluation indicators, and obtains the factors that affect cross-border trade under different cultures through experimental testing and analysis.