With the development of Internet and e-commerce and the increasing demand of consumers for cross-border business, many cross-border e-commerce platforms have been established. In recent years, with the deepening of economic globalization and the rapid development of Internet information technology, cross-border electronic commerce has become a new growth point of Sino-foreign trade. The development of global trade has penetrated into the life of ordinary people. Consumers have more choices when choosing products. Each brand corresponds to different brand image, and the quality of brand image determines the competitive position of the brand. The higher the consistency between brand image and consumer’s real self-concept, the higher the consistency between brand image and consumer’s ideal self-concept, the higher the consumer’s purchase intention. It is the only way for enterprises to achieve sustainable development to improve the brand awareness, establish a good brand image, and increase consumers’ purchase intention.
