journal of digital research & publishing - The Sydney eScholarship ...

1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING
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on electronic commerce
By Yuan Shen
UNIVERSITY OF SYDNEY
Abstract
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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.
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Moreover, given the growing global potential market, it is crucial to understanding the cultural factors
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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
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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
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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.
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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,
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