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Consumer trust and its effect on sustainable e-commerce development in China


Brown, A and Orr, A and Luo, J and Hynes, N and Gurau, C and Chan, HWK, Consumer trust and its effect on sustainable e-commerce development in China, World Review of Entrepreneurship, Management and Sustainable Development, 2, (1-2) ISSN 1746-0573 (2006) [Refereed Article]

DOI: doi:10.1504/WREMSD.2006.009074


Whilst China is the largest single world economy, e-commerce has been relatively slow to develop, especially within consumer markets. In more advanced e-economies such as the USA the switch between traditional retail sales and e-sales is growing all the time and is predicted to be as high as 10%. If only a small percentage of retail sales in China were switched to e-commerce, the potential market in China is immense. In addition, in terms of international competitiveness, the risks of not participating in what is such an increasing important global arena are also high. Therefore, the development of a long term and sustainable e-commerce environment is of great importance to China's economy. Whilst there are many practical reasons why e-commerce development has been slow, this study examines the barriers from a consumer's perspectives using empirical data collected from Chinese consumers via the internet.

Item Details

Item Type:Refereed Article
Keywords:e-commerce, consumer, barriers, china
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-oriented product or service development
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Management
UTAS Author:Hynes, N (Dr Niki Hynes)
ID Code:124447
Year Published:2006
Deposited By:TSBE
Deposited On:2018-02-22
Last Modified:2018-04-20

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