TITLE:
The Influence of Cultural Differences on Consumer Behavior in Cross-Border Fast Fashion E-Commerce: A Case Study of SHEIN
AUTHORS:
Rahma Qotb
KEYWORDS:
Cross-Border E-Commerce, Cultural Differences, Consumer Behavior, SHEIN, Digital Marketing, Hofstede, AIDA Model
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.4,
July
9,
2026
ABSTRACT: This study uses SHEIN as a case to examine how cultural differences influence consumer behavior in the context of cross-border e-commerce. In today’s digital environment, consumers are continuously exposed to social media advertising, influencer recommendations, and personalized platform content, making the consumer decision-making process increasingly complex. To better understand this process, the study combines Hofstede’s cultural dimensions theory, the consumer decision-making model, and the AIDA framework. A questionnaire survey was conducted among 191 consumers who had previously purchased from SHEIN, including 96 respondents from the Middle East and 95 respondents from the United States. The study examined three dimensions: cultural adaptation, consumer behavior, and marketing effectiveness. The results revealed significant differences between Middle Eastern and U.S. consumers, particularly regarding cultural adaptation and consumer responses to marketing strategies. The findings suggest that cultural background plays an important role in shaping consumer behavior in cross-border e-commerce. For platforms such as SHEIN, adapting marketing strategies to different cultural environments is not only beneficial but also necessary for improving marketing effectiveness and consumer engagement in international markets.