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Targeting E-Commerce to Chinese Audiences and Markets: Managing Cultural and Regional Challenges

Targeting E-Commerce to Chinese Audiences and Markets: Managing Cultural and Regional Challenges

Jeffrey Hsu
Copyright: © 2009 |Pages: 14
ISBN13: 9781605662220|ISBN10: 1605662224|EISBN13: 9781605662237
DOI: 10.4018/978-1-60566-222-0.ch004
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MLA

Hsu, Jeffrey. "Targeting E-Commerce to Chinese Audiences and Markets: Managing Cultural and Regional Challenges." Emerging Topics and Technologies in Information Systems, edited by Miltiadis D. Lytras and Patricia Ordóñez de Pablos, IGI Global, 2009, pp. 88-101. https://doi.org/10.4018/978-1-60566-222-0.ch004

APA

Hsu, J. (2009). Targeting E-Commerce to Chinese Audiences and Markets: Managing Cultural and Regional Challenges. In M. Lytras & P. Ordóñez de Pablos (Eds.), Emerging Topics and Technologies in Information Systems (pp. 88-101). IGI Global. https://doi.org/10.4018/978-1-60566-222-0.ch004

Chicago

Hsu, Jeffrey. "Targeting E-Commerce to Chinese Audiences and Markets: Managing Cultural and Regional Challenges." In Emerging Topics and Technologies in Information Systems, edited by Miltiadis D. Lytras and Patricia Ordóñez de Pablos, 88-101. Hershey, PA: IGI Global, 2009. https://doi.org/10.4018/978-1-60566-222-0.ch004

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Abstract

The market for e-commerce to Chinese audiences is one which has tremendous potential, given the fact that the number of potential users and customers is projected to exceed that of English-speaking Western users. However, managing the host of cultural issues that come up is an important need which must be met. This chapter examines the cultural issues which are relevant to sites targeted at China and Chinese-speaking audiences, including user and consumer behavior patterns, categorizing China using Hofstede’s cultural dimensions, examining traditional and historical attitudes, and addressing business issues including trust, payment, and infrastructure challenges. In the chapter design principles based on these are proposed, as well as an examination of the differences between the cultures of China, Taiwan, Hong Kong, and Singapore.

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