The voice of the Chinese customer: Facilitating ecommerce encounters

James O. Stanworth, Clyde A. Warden, Ryan Shuwei Hsu*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)


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
Issue number3
Publication statusPublished - 2015
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'The voice of the Chinese customer: Facilitating ecommerce encounters'. Together they form a unique fingerprint.

Cite this