摘  要

随着经济全球化的发展，跨国消费已经成为一种必然的趋势，消费更是促进国家经济增长的核心。消费与文化息息相关，跨国消费是对不同国家文化的整合，又是对世界文化的传播。中西文化的差异主要表现在道德标准、思维方式和社会风俗等诸多方面。因此，在跨国消费中要充分考虑到中西文化差异，充分考虑到在不同文化背景下人们对同一实物的不同看法。本文通过跨国消费的角度分析中美文化的差异，并结合实际具体例子，指出在跨国消费中如何正确和合理运用中美的文化差异，从而达到更好的跨国消费。

关键词：消费；文化差异；中美文化

Abstract

With the development of economic globalization, transnational consumption has become an inevitable trend. Consumption is the core of the national economic growth. Consumption is closely related to culture. Multinational consumer is the integration of different national cultures, and the spread of cultures to the world. Chinese and western cultural differences mainly vary in moral standards, ways of thinking, social customs, and many other aspects. Therefore, it is essential for people to consider the differences between Chinese and western cultures during international consumer, and fully consider the people who are under the different cultural backgrounds have different views of the same thing. This essay analyses the cultural differences between China and the United States multinational consumer, and connecting with the practical examples, pointing out that how to use Chinese and American cultural differences correctly and reasonably in the international consumer, so as to achieve better global consumption.

Key words: consumption; cultural differences; Chinese and American culture