During the last decade Internet usage has experienced a tremendous increase in the Asian region and especially in China. According to Internet World Stats (2010) the number of internet users in Asia from 2000 to 2010 increased from 114.3 million to 825.1 million (721.8%). In the same time period China's number of Internet users increased from 22.5 million in December 2000 to approximately 420 million by June 2010 representing an increase of more than 1,800% (see table 1). Full-functional internet connection for private households in China, for example, was first established on 20 April 1994 (China Internet Network Information Center (CNNIC), 2010) and was followed by steady growth.
Table of Contents
1. Introduction - Internet in Asia and how it developed
2. Regulations in e-commerce across
3. Online B2C relationship and the perception of e-commerce in China
4. Influential factors of perception of e-commerce
5. Distinguishing perceptions in rural and urban areas
6. Internet consumption vs. government regulations
7. Conclusion
8. References
Research Objectives and Themes
This paper examines the rapid growth of the internet in Asia, specifically focusing on the e-commerce landscape in China. It investigates how cultural values, government regulations, and demographic differences influence consumer perception and the establishment of Business-to-Consumer (B2C) relationships in an increasingly digitized marketplace.
- The historical development and current state of internet usage in Asia.
- The impact of government regulations and legal frameworks on e-commerce operations.
- Cultural influences on consumer behavior and trust in online business transactions.
- The disparity in e-commerce perception between rural and urban populations in China.
Excerpt from the Book
4. Influential factors of perception of e-commerce
What factors - in detail - are influencing costumers' perception towards online purchases? Yoon (2009) picked up this question in his article “The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China” and found out, that one of the basic variables for online business actions is trust. According to his research there is another variable promoting the establishment of B2C relationship. In his “Consumer e-commerce acceptance model” he depicts ‘Intention To Use’ as a driver for purchase, positively related to ‘Perceived Ease of Use’, ‘Perceived Usefulness’ and ‘Trust’, each of them influencing a customer’s decision to buy or not to buy. Regarding his hypotheses it is necessary to know, that he performs his research with respect to cultural values also having a positive impact on customers decision-making. Yoon used the cultural values according to Hofstede’s five cultural dimensions, namely Power distance (PDI), Individualism (IDV), Masculinity (MAS), Uncertainty Avoidance (UAI) and Long Term Orientation (LTO). Incorporating Hofstede’s ratings for China (PDI:80, IDV:20, MAS:66, UAI:30, LTO:118 - compared to a world average of PDI:55, IDV:43, MAS:50, UAI:64, LTO:45) Yoon says that in China (a society with a high Power Distance Index) customers believe that an online seller will be more likely to engage in unethical behaviour.
Summary of Chapters
1. Introduction - Internet in Asia and how it developed: Provides an overview of the significant growth of internet usage in the Asian region over the last decade and introduces the focus on China.
2. Regulations in e-commerce across: Discusses the definition of e-commerce and the role of international bodies like the WTO in liberalizing digital markets alongside the inherent challenges of diverse regional regulations.
3. Online B2C relationship and the perception of e-commerce in China: Analyzes the current market position of e-commerce in China and the challenges companies face in establishing trust without personal interaction.
4. Influential factors of perception of e-commerce: Examines cultural values and demographic data as key determinants for consumer acceptance and purchasing behavior online.
5. Distinguishing perceptions in rural and urban areas: Highlights the disparity in internet adoption and technological exposure between major cities like Shanghai and rural regions.
6. Internet consumption vs. government regulations: Explores how government-imposed barriers and licensing requirements impact the transparency and growth of the e-commerce sector.
7. Conclusion: Summarizes the key findings, emphasizing that trust remains a primary barrier but suggests that the B2C relationship is improving through legal and market adaptations.
8. References: Lists the academic and industry sources utilized for the research.
Keywords
E-commerce, China, B2C relationship, Internet usage, Cultural values, Government regulations, Consumer perception, Online shopping, Digital market, Hofstede, Trust, Technology adoption, Internet consumption, Business practice, Demographic characteristics.
Frequently Asked Questions
What is the primary focus of this paper?
The paper focuses on the growth of e-commerce in China and the various factors—ranging from culture to government policy—that shape how consumers perceive and engage with online businesses.
What are the central thematic areas?
The main themes include the evolution of internet usage in Asia, the impact of national cultural dimensions on consumer trust, the role of government oversight, and the digital divide between rural and urban areas.
What is the core research goal?
The goal is to analyze the viability of B2C relationships in China and identify the primary influencers that dictate whether a consumer chooses to purchase products online.
Which methodology is applied?
The author uses a descriptive analysis approach, synthesizing existing statistical data from agencies like the CNNIC and theoretical frameworks such as Hofstede’s cultural dimensions.
What is covered in the main body?
The main body covers the history of internet expansion, regulatory hurdles in China, the psychological and cultural drivers of online shopping, and the socio-economic differences affecting internet access.
Which keywords best describe this study?
The study is best characterized by terms like e-commerce, China, consumer trust, government regulations, and cultural impact on business.
How does Hofstede’s theory explain Chinese e-commerce behavior?
The paper uses Hofstede's ratings to show that China's high Power Distance Index and collectivist nature influence the perception of online sellers, often leading to a greater initial skepticism regarding the ethics of online transactions.
What role does the government play in Chinese e-commerce?
The Chinese government exercises significant control through licensing requirements and legal mandates, such as the "Interim Measures for Network Commodity Trade," which aim to increase transparency but also create operational barriers.
Why is there a difference between rural and urban e-commerce perception?
Urban areas benefit from higher connectivity, better infrastructure, and a culture that is more exposed to Western technologies, whereas rural areas often remain attached to traditional, face-to-face shopping behaviors.
- Arbeit zitieren
- Holger Bracker (Autor:in), 2010, The perception of e-commerce in China, München, GRIN Verlag, https://www.hausarbeiten.de/document/172007
