Barriers and solutions of e-commerce in China: An exploratory study

Due to the considerably big marketplace, enterprises seek to benefit from e-commerce in China. But up to now very few of them have been successful, because some successful business models and strategies in developed countries can not be applied in China. This study examines obstacles on e-commerce development in China and attempts to find out some solutions to overcome these barriers. The relevant data was gathered by a questionnaire and the review of two successful Chinese e-commerce companies, and it revealed that the two most important factors affecting customers’ participation of the e-commerce are lack of trust due to Internet security and Privacy concerns and lack of customer service. This study also confirms that consumers’ attitude and intention to participate in e-commerce behaviors can be improved effectively by the transformation about the laws and legislations related to e-commerce in China.