Chapter 2: Cultural Differences in E-Commerce: A Comparison between the U.S. and China

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Qiu Bin, Southeast University, China

Shu-Jen Chen, California State University, Fullerton, USA

Shao Qin Sun, Southeast University, China

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Abstract

This chapter discusses the importance of identifying cultural problems of the online globalization and points out that payment and logistic systems and language are the primary factors that every firm should take into account in the process of their online globalization. Next, the chapter identifies the characteristics and trends of the Internet and e-commerce in China. In the third part, the chapter differentiates e-commerce in the U.S. with China through analyzing Internet users' behaviors especially their attitudes toward different payment systems in these two countries. Finally, it discusses how to remove language barriers to enhance net growth. In conclusion, this chapter will suggest some recommendations on how to expand business via the Internet by reducing the gap between the two cultures.

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