跨境电商平台品牌契合的形成机制探究——基于心理学与营销学视角

An Exploration of the Formation Mechanism of Brand Fit on Cross-Border E-Commerce Platforms—From the Perspectives of Psychology and Marketing

摘要: 随着全球化和互联网的快速发展，跨境电商平台变得日益重要，为解决文化差异带来的品牌契合问题，本文以跨境电商平台为例，对平台中品牌契合的心理形成机制进行分析研究。通过对品牌契合基本理论框架的阐述，在分析品牌契合对跨境电商平台影响基础上，对其品牌契合心理形成机制进行概括总结，旨在进一步增强消费者品牌满意度和忠诚度，促进跨境电商平台高质量发展。

Abstract: With the rapid development of globalization and the Internet, cross-border e-commerce platforms have become increasingly important. To solve the brand fit problem caused by cultural differences, this paper takes cross-border e-commerce platforms as an example to analyze and study the psychological formation mechanism of brand fit in the platforms. By elaborating on the basic theoretical framework of brand fit and analyzing the impact of brand fit on cross-border e-commerce platforms, this paper summarizes the formation mechanism of brand fit psychology, aiming to further enhance consumers’ brand satisfaction and loyalty and promote the high-quality development of cross-border e-commerce platforms.