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1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING References Takahashi, D 2009, The timeline of Michael Jackson’s death, as reported in near realtime, viewed 25 April 2010 Cashmore, P 2009, Michael Jackson Dies: Twitter Tributes Now 30% of Tweets, Viewed 25 April 2010 < http://mashable.com/2009/06/25/michaeljacksontwitter/> Siegler, M 2009, Oprah Goes From Zero To A Million Twitter Followers In Just 28 Days, Viewed 25 April 2010 Borthwick, J 2009, Google Next Victim Of Creative Destruction? (GOOG), Viewed 25 April 2010 < http://www.businessinsider.com/2009/2/googlenextvictimofcreativedestructiongoog > j3>"8%"S&B&V;;WS&g3>35H&!)303&G$##&)%&/0%>$53L*&4>*6&X$"6%>"%6&'>%*$8%"6L&Sz$%G%8&Vr&/'>$#&V;E; $53*]4>*6]$"6%>"%6]'>%*$8%"6M+60#y MacMillan, D and Reisner R 2009, CEOs Who Use Twitter, Viewed 25 April 2010 < http://images.businessweek.com/ss/09/05/0508_ceos_who_twitter/index.htm> Schonfeld, E 2010, How Big Is Twitter Really? ,Viewed 25 April 2010 < http://techcrunch.com/2010/04/16/howbigtwitter/> =>3"4%#8S&N&V;;^S&j7G&*75$3#&0%8$3&G7"&!)303&6+%&_A&Q#%56$7"S&z$%G%8&Vr&/'>$#&V;E; Lardinois, F 2008, Obama’s Social Media Advantage, Viewed 25 April 2010
1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING F)-#$&72-&3-#':#32/"2.(/#8$::-.-&3-%# on electronic commerce By Yuan Shen UNIVERSITY OF SYDNEY Abstract i$6+&3"&$"5>%3*$",&"(0)%>&7D&`"6%>"%6&3"8&)>738)3"8&(*%>*S&%#%56>7"$5&5700%>5%&+3*&)%570%&C7(>$*+$",M& As the world`s second largest Internet population and a huge potential ecommerce market, China has witnessed a remarkable growth of online shopping. The globalization of the international marketplace was facilitated by the emergence of electronic commerce. In addition, it resulted in an intensive competition. Most researches acknowledge that digital revolution making electronic commerce possible; cultural factors affecting the customer`s purchasing behavior and transactions in electronic commerce. 27>&6+$*&>%3*7"&$6&$*&+3*&)%%"&"%5%**3>9&67&>%*%3>5+&6+%&$"C(%"5%&7D&5(#6(>3#&D3567>&67G3>8&7"#$"%&)(*$"%**M& Moreover, given the growing global potential market, it is crucial to understanding the cultural factors 6+36&$"C(%"5%&6+%&57"*(0%> *&'(>5+3*$",&)%+3I$7>M B+$*&'3'%>&G$##&'>7I$8%&3&D>30%]G7>H&D7>&%P'#7>$",&5(#6(>3#&$"C(%"5%*&7"&57"*(0%> *&'(>5+3*$",&)%+3I$7>& $"& 6+%& *'%5$3#& 53*%& 7D& %#%56>7"$5& 5700%>5%M& /#*7& 6>9$",& 67& 4"8& +7G& 6+%*%& D3567>*& 3DD%56& 57"*(0%>*& $"& making their purchasing decisions after browsing numerous electronic shopping malls. In addition, two successful online shopping website eBay and TaoBao will be introduced as case studies. Keywords !"#"$%&'5+!"%','.)1&"43"0#','+&+($*-0"('(-55+*(+','-0&"0+'43-.."0#'' Marcus and Gould (2000) presents that it is essential to conduct the cultural research under the current of cultural localisation and business globalisation. Loiacono and Lin also 3**%>6&6+36&+3I$",&3&>$5+&("8%>*63"8$",&7D&5(#6(>3#&8$DD%>%"5%*&$*&)%"%45$3#&D7>&%#%56>7"$5& commerce (Loiacono & Lin, 2003). Digitisation has profound impact on publishing since the late 1980s. One area of the “publishing process that has been deeply affected by the digital revolution is marketing” (Thompson, 2005, p. 315). Digital publishing had affected marketing and service provision. A'%5$453##9S& 8$,$63#& >%I7#(6$7"*& 3>%& 5+3",$",& 570'3"$%* ]*3#%*& 078%#M& A70%& $0$636%& shopping malls by carrying many different types of products, like Amazon.com, which is more than an online bookstore. Other sites are different from traditional model, like eBay, which lets visitors bid on collectibles. Or, shoppers can buy and sell secondhand products, 171
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a large proportion of Chinese netiz
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