The voice of the Chinese customer: Facilitating e-commerce encounters

Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer.

The voice of the Chinese customer: Facilitating e-commerce encounters

James O. Stanworth

National Changhua University of Education

Clyde A. Warden

National Chung Hsing University

Ryan Shuwei Hsu

National Taiwan University

Introduction

E-commerce can be seen as a great global equaliser of service delivery and consumption (Klaus 2013). Yet, a surprising number of high-profile western companies have stumbled in their China e-commerce efforts. Drivers of online (dis)satisfaction