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Publication
Enhancing Western E-commerce Expansion in China: Navigating Technical and Cultural Challenges through Effective Web Design
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| 16.02 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
This master's dissertation explores the strategic use of website design to overcome
challenges associated with Western e-commerce expansion into China. It investigates
two primary dimensions: technical and cultural adaptation. Many Western e-commerce
platforms have struggled in China due to inadequate adaptations to local market
expectations. The research aims to provide valuable insights and practical guidance for
Western e-commerce businesses aspiring to succeed in the Chinese market. It focuses
on website design because of the crucial role it plays as a main tool for E-commerce
companies to successfully reach its clients. At the same time, the research bridges a gap
in the existing literature, which have predominantly focused on macro-level market
strategies and regulatory considerations. The central research question driving this
investigation is: to what extent does the alignment of website design with local cultural
and technical contexts affect the success of Western e-commerce businesses in China?
Employing a qualitative method of content analysis, the study evaluates 24 Western
E-commerce companies based on a complementary cultural framework drawn from
Hofstede’s (1980) and Schwartz’s (1992). To see the impact of the prominent depiction
of local cultural and technical dimensions on the website performance metrics (traffic,
pages viewed per visit, visit duration and bounce rate) a composite variable called
‘‘adaptation score’’ was calculated for each 24 Western E-commerce’s American
websites and their overseas Chinese counterpart. Statistical analysis using IBM SPSS
software reveals significant differences in the portrayal of Hierarchy and Harmony
cultural dimensions through independent samples t-tests. Moreover, MANOVA
confirms a significant association between adaptation levels and E-commerce website
traffic and pages viewed per visit, offering empirical support for the significance of
aligning the website design with the cultural and technical context of the target country.
Description
Keywords
Chinese market Western e-commerce Cross-cultural considerations Technical adaptations Website adaptation Website performance Website internationalisation Success factors