Construction of an Adaptive Communication Model for Cross-border E-commerce AI Customer Service under Cultural Context Differences: A Case Study of the Russian Market

Using cognitive models to understand multimodal processes: the case for speech and gesture production

In this chapter, we explore cross-border e-commerce (CBEC) as a new driver of international trade. We adopt a revised i-based N-OLI framework for CBEC. Using China as a case study, we discuss the rapid growth, structure, export/import models, and infrastructure and environment of China’s CBEC. We attribute China’s CBEC success to the important role of e-commerce giants such as Alibaba.com and JD.com, the designation of CBEC pilot cities, supportive governmental policies, and big capital inflows. Four factors are seen to create future opportunities for all stakeholders of global CBEC, especially for merchants: the push from governments, the rise of middle class in developing countries, technological improvements, and more SMEs adopting CBEC. On the other hand, cultural differences, customer trust, logistics, payment, and legal and regulatory barriers are among the biggest challenges facing CBEC. Lastly, we outline several recommendations for foreign firms planning on entering into China’s market by means of CBEC.

In the era of the digital economy, international trade develops rapidly, and cross-border e-commerce occupies an important position in global trade. To comply with the trend of economic globalization, China's cross-border e-commerce field needs to clarify its advantages and shortcomings, make timely adjustments and improvements, and achieve sustainable development. This paper analyzes the international economic background and the development status of cross-border e-commerce. Taking Alibaba International Site, a representative cross-border e-commerce platform, as a specific case, SWOT analysis is applied to analyze its development status, and it is found that the cultural differences, policy differences, and trade protection problems it faces reflect the existing deficiencies in China's cross-border e-commerce field. And put forward optimization suggestions for China's cross-border e-commerce enterprises. Still, the suggestions in this paper have certain limitations, for the specific situation of small and medium-sized cross-border e-commerce enterprises need to be considered in combination with the actual problem.

Our economy is becoming more and more service-oriented, with distinctions between services and non-services making less and less sense. In today’s society, innovations are no longer luxury items. Instead, they are necessities and a means of economic development and competitiveness. The introduction of innovative new services is a priority for most companies. Innovation now holds the key to service performance. Currently there is a lack of understanding of the science underlying the design and operation of service systems. New conceptual understanding and theoretical underpinnings are required to systematically describe the nature and behaviour of service systems. We believe that Actor Network Theory (ANT) can be used as a theoretical lens to study the development and adoption of service innovation. ANT is a heterogeneous amalgamation of conceptual, textual and social actors. It is well suited to explain and help with the design of service systems. The development and adoption of service innovation requires the integration of multiple elements including people, technologies and networks across organisations. Technologies and interests of actors need to be aligned and coordinated for successful service innovation. In this paper we show how ANT is adopted as a theoretical framework for understanding the relationships among the actors and show how these actors have their needs shaped by the network formation during the development and adoption of service innovation for a university.

Cross-border e-commerce is divided into export cross-border e-commerce and import cross-border e-commerce. Based on the fact that the development of China’s export cross-border e-commerce trade is dominant at present, this paper takes the diamond model and the theory of platform economics as the basis of model construction and selects the trade demand, human resources, cross-border platforms, cross-border payment and cross-border logistics to constitute the influencing factors of cross-border e-commerce system variables. Among them, for the influence mechanism of e-commerce development level on cross-border e-commerce trade, a cross-border e-commerce development level measurement index system has been established. Utilizing the entropy value method and comprehensive index method, the measurement value of the cross-border e-commerce development level is obtained. The order of importance of each influencing factor is determined using principal component analysis. The trade gravity model is introduced, combined with cross-border e-commerce export monitoring data, to carry out the model smoothness test and regression model solving. From the regression results, the P-values of the t-test statistics of independent variables InGDP c InR i are 0.162 and 0.806 (>0.05), respectively, indicating that the influence of these two independent variables on the dependent variable is not significant. That is, China’s GDP and whether to join the “The Belt and Road Initiative” have no significant impact on the scale of China’s cross-border e-commerce trade. According to the regression results of the model, GDP, the coefficient of population size and the number of Internet users are highly positively correlated with the scale of cross-border e-commerce trade of the country, and the innovation of cross-border e-commerce trade can be based on the coefficient of GDP, the coefficient of population size, the number of Internet users and other aspects.

The thesis proposes an interdisciplinary framework for service research in information systems that goes beyond the technological concerns and integrates the business concerns about service processes and models and the user’s concerns about service usage and value. Based on this framework, the thesis analyzes further the concept of service value and suggests the value perspective in the analysis and design of service systems. In addition, the thesis analyses the role of the user in service systems and suggests a method for service analysis and design that emphasises on the use of service by the user. The research outcomes can provide several research implications and insights and can inspire various potential uses, especially in research projects that seek to integrate a variety of technologies and services with the purpose to facilitate and enable people in their daily life practices.

Emotional brain computer interface is a branch of emotional intelligence, which can be divided into emotional recognition brain computer interface and emotional regulation brain computer interface. At present, the main research direction of emotional brain computer interface is to accurately identify emotions and realize human-computer interaction. Because physiological signals can more intuitively and accurately express people’s real emotional state, researchers often use the features extracted from EEG to train emotion recognition classifier. However, recent studies have shown that single-mode signals alone can not comprehensively and objectively evaluate emotions, while multi-mode signals have good complementary characteristics, which can improve the classification accuracy. In practical application, the impact of defects of single signals on classification results can be reduced by adjusting weight parameters, Therefore, multimodal brain computer interface has gradually become one of the hot research directions of emotional intelligence. The difficulty of multimodal brain computer interface is how to select the correct fusion method to improve the performance of emotion recognition. The decision level fusion method is widely used in the research. The research of emotion recognition has very important theoretical and practical significance, and plays an irreplaceable role in human-computer interaction system. This paper describes emotion recognition, fusion methods, research results and application prospects around multimodal brain computer interface.

In this paper, based on speech multi-modal fusion emotion recognition, the key issues of speech signal preprocessing, feature extraction, fusion strategy, fusion method and emotion recognition classification are studied in depth. In this paper, the construction of emotional recognition theory model and the research of feature fusion and classification recognition algorithms are carried out. Speech-based emotion recognition research processes the speech signal by SVM, and calculates their maximum and minimum values. The specific methods and processes of emotional feature extraction are introduced in detail, and the extracted features are analyzed by emotion classification and recognition. The obtained recognition results verify the validity of the extracted features.

INTRODUCTION: With the continuous advancement of global economic integration, cross-border energy trade activities internationally are becoming increasingly frequent. OBJECTIVES: To improve the efficiency of energy trade, this study is devoted to exploring the optimization model of cross-border e-commerce in global energy trade. Introducing advanced information technology and e-commerce platforms aims to facilitate the digital transformation of energy trade, improve transaction efficiency, reduce costs, and promote sustainable energy development. METHODS: This study adopts a comprehensive methodology, including a literature review, case analysis, and model construction. First, relevant literature on global energy trade and cross-border e-commerce was thoroughly studied to understand the current development status and existing problems. Second, the successful experiences and challenges of cross-border e-commerce in enhancing the efficiency of energy trade are summarized through the analysis of several international cases. Finally, a set of optimization models that comprehensively consider market demand, technical conditions, and policy environment are constructed to guide the development of cross-border e-commerce in global energy trade. RESULTS: The empirical analysis of the optimization model reveals that cross-border e-commerce has significant potential in international energy trade. The model can effectively improve transaction efficiency, reduce the risk of information asymmetry, and promote the balanced development of the global energy market. It is also observed that digital transformation significantly affects the promotion of sustainable energy, providing a more sustainable path for global energy transition. CONCLUSION: By establishing a cross-border e-commerce optimization model for international energy trade, this study provides substantial theoretical and empirical support for promoting the digital transformation of energy trade. In the future, governments, enterprises, and international organizations can draw on the conclusions of this study to formulate relevant policies and strategies to promote global energy trade jointly toward a more efficient and sustainable development path.

With the implementation of visa exemption policies for China by ASEAN countries such as Malaysia, Singapore, and Thailand, cross-border e-commerce in Guangxi, oriented towards the ASEAN market, has developed rapidly. This is particularly evident in the increased demand for customer service talents in online stores engaged in cross-border e-commerce. In this context, the reform of the 'Online Store Customer Service' course assumes significant importance. This paper delves into the e-commerce environment, cultural differences, and consumer habits of ASEAN, identifying shortcomings in the existing course structure. Addressing these shortcomings, the paper proposes a series of practical and feasible reform measures aimed at enhancing the practicality and internationalization of the course. These reforms are designed to cultivate professional customer service personnel who can effectively communicate in a cross-cultural context. Finally, the study discusses the practical implications of this research and outlines future research directions.

Cross-border e-commerce has experienced rapid development driven by globalization trends, emerging as a significant force propelling international trade and economic growth. However, with the intensification of legal, cultural differences, and technological changes across nations, intellectual property issues in the cross-border e-commerce sector have become increasingly prominent. Intellectual property serves as the core of business innovation and market competition; any infringement thereof can lead to substantial financial losses for enterprises and erode market trust and brand reputation. Cross-border e-commerce enterprises face multifaceted intellectual property risks, including infringement, brand theft, and data leakage, particularly within differing legal systems, complicating these issues further. The protection of intellectual property is not only crucial for safeguarding corporate interests but also a necessary prerequisite for ensuring the healthy development of the global market. In response, cross-border e-commerce enterprises must adopt proactive measures, ranging from institutional construction to enhancing user awareness, to comprehensively address intellectual property risks and ensure their competitiveness and sustainable development in the international market.

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.

With the rapid development of global e-commerce, cross-border e-commerce has become a crucial component in international trade. As the universal language during international business communication, the application strategies of business English directly affect negotiation efficiency and transaction success rates. Taking major cross-border e-commerce platforms such as Alibaba International and Amazon as examples, this paper conducts an in-depth analysis of the business English strategies employed by buyers and sellers during negotiations. The study finds that key linguistic elements for successful negotiations include the accurate use of professional terminology (e.g., trade terms like FOB and CIF), cultural adaptability in polite language (such as avoiding direct negation and adopting euphemistic expressions), and clear statement of contract clauses. However, current practices still face issues such as misuse of terminology, pragmatic failures caused by cultural differences, and ambiguities in clauses. This research provides systematic language strategy recommendations for cross-border e-commerce practitioners. Enhancing the application of business English can significantly improve negotiation efficiency, reduce transaction risks, and ultimately promote high-quality international business cooperation.

The cross-border e-commerce, as an emerging industry, has been the new engine for upgrading our open economy development relying on its new concept and new modal. Recently, the electronic commerce in Russia has been developing rapidly, which is very significant for our country to exploit Russian cross-border e-commerce market. Moreover, our country has carried out “Internet+” strategy since 2015, which is really a good opportunity for developing Sino-Russian Cross-border E-commerce. However, nowadays, there are still some restricted factors. So we need to optimize the policy environment, strengthen talent training and perfect our credit mechanism in order to get great improvement to Sino-Russian cross-border e-commerce with “Internet+” strategy as an opportunity.

В статье обосновывается, что в условиях глобализации экономики и развития трансграничной электронной коммерции возрастает важность трансграничной логистики, позволяющей обеспечивать эффективный процесс товародвижения. Обсуждаются вопросы организации транспортно-логистических процессов при доставке товаров в рамках функционирования трансграничной электронной коммерции. Исследованы основные аспекты развития логистики электронной коммерции и ее влияние на торговый бизнес. Проводится анализ рынка трансграничной электронной коммерции в России. Отмечено, что в настоящее время мировая логистическая индустрия находится в нестабильной среде. Рассмотрены основные направления и тенденции развития логистического обслуживания в современных условиях и исследована специфика адаптации процесса товародвижения в рамках трансграничной электронной коммерции к изменениям внешней среды. This article indicates that from the point of view of global trade, technologies for effective logistics services for product distribution processes in cross-border e-commerce are of particular importance. Issues of organizing transport and logistics processes during the delivery of goods within framework of functioning of cross-border e-commerce are discussed. The main aspects of development of e-commerce logistics and its impact on trading business are studied. Analysis of cross-border e-commerce market in Russia is carried out. It is noted that global logistics industry is currently in unstable environment. The main directions and trends in the development of logistics services in modern conditions are considered and specifics of adapting the process of goods distribution within framework of cross-border e-commerce to changes in external environment are investigated.