Title: Consumers online information search: a cross-cultural study between China and Western Europe
Authors: Vuylsteke, Alexander
Wen, Zhong
Baesens, Bart
Poelmans, Jonas
Issue Date: 2009
Host Document: Proceedings of the Academic And Business Research Institute Conference pages:1-14
Series Title: Track: International Business/Culture : 2
Conference: Academic And Business Research Institute Conference 2009 location:Orlando (US) date:24-26 September 2009
Abstract: Consumers in China increasingly turn to the Internet to acquire commercial information. This trend is expected to
continue since Internet penetration and consumer spending keep growing steadily. Based on 32 hours of interviews
with students and business professionals in China, and a questionnaire completed by a sample of 1140 Chinese and
Belgian students, we find a number of significant differences between Chinese and Western Europeans in their
online search process for information prior to a purchase. The differences occur in frequency, goal, types of
information sought, types of websites used, website usage patterns, and contribution of user opinions. We explore
explanations for these differences by digging into cultural, behavioral, economic, technical, and other fundamental differences between China and Western Europe. Our findings have important implications for marketing
practitioners in China, especially for multinational corporations that enter China and that are not familiar yet with the Chinese environment.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Center for Management Informatics (LIRIS), Leuven

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