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