Paper Abstract
"Past research has shown visual perception differs based on cultural variation. However, there is little research investigating merchandising displays on the E-commerce platform. In this research, we tend to investigate the cultural differences in consumers’ visual perception and attention interest between Western (e.g., the United States) and Eastern countries (e.g., Taiwan) by applying Signal Detection Theory (SDT) to analyze their recognition memory of the focal product displayed on the online platform of cross-border e-commerce. This research uses qualitative and quantitative methods to analyze consumers’ visual perception and cognitive responses cross-culturally. We expect to organize and establish precise online merchandise visual presentation and marketing strategy design cross-culturally."

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