The voice of the Chinese customer: Facilitating ecommerce encounters

James Stanworth, Clyde A. Warden, Ryan Shuwei Hsu

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer. While culture shapes significantly customers' interpretation of their e-commerce experience we have not considered the way (dis)satisfactory determinants shape managerial action outside the western world. Our action research design, spread over a six-year period, integrates critical incidents to facilitate managerial reflection. We surface a new dimension of respect, while revealing important distinct interpretations of existing dimensions. Our narrative, which integrates a prototypical e-commerce experience, acts to crystallise fundamental insights for the management of Chinese e-commerce encounters.

Original languageEnglish
Pages (from-to)459-481
Number of pages23
JournalInternational Journal of Market Research
Volume57
Issue number3
DOIs
Publication statusPublished - 2015 Jan 1

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Electronic commerce
Critical incidents
Research design

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Stanworth, James ; Warden, Clyde A. ; Hsu, Ryan Shuwei. / The voice of the Chinese customer : Facilitating ecommerce encounters. In: International Journal of Market Research. 2015 ; Vol. 57, No. 3. pp. 459-481.
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The voice of the Chinese customer : Facilitating ecommerce encounters. / Stanworth, James; Warden, Clyde A.; Hsu, Ryan Shuwei.

In: International Journal of Market Research, Vol. 57, No. 3, 01.01.2015, p. 459-481.

Research output: Contribution to journalArticle

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