Publication
Enhancing Western E-commerce Expansion in China: Navigating Technical and Cultural Challenges through Effective Web Design
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Rodrigues, Susana Cristina Serrano Fernandes | |
| dc.contributor.author | Campos, Cilene Ramaldes | |
| dc.date.accessioned | 2024-02-19T15:06:18Z | |
| dc.date.available | 2024-02-19T15:06:18Z | |
| dc.date.issued | 2023-11-16 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203532970 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.8/9455 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Chinese market | pt_PT |
| dc.subject | Western e-commerce | pt_PT |
| dc.subject | Cross-cultural considerations | pt_PT |
| dc.subject | Technical adaptations | pt_PT |
| dc.subject | Website adaptation | pt_PT |
| dc.subject | Website performance | pt_PT |
| dc.subject | Website internationalisation | pt_PT |
| dc.subject | Success factors | pt_PT |
| dc.title | Enhancing Western E-commerce Expansion in China: Navigating Technical and Cultural Challenges through Effective Web Design | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Negócios Internacionais | pt_PT |
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