Chinese and US online consumers’ preferences for content of e-commerce websites: a survey

Abstract

Content usability of websites is central to the success of e-commerce. In the context of international e-commerce, to serve online consumers from different nations better requires taking into account cultural differences in content preferences. The present study explored how online consumers’ content preferences vary between China and the US with regard to economic standing, cognitive style, cultural dimensions, communication context and infrastructure of e-commerce. This exploration was accomplished by conducting a web-based survey of 68 Chinese and 75 US college students, which examined their preferences for 25 information items when purchasing portable electronic products online. Significant differences in preferences between China and the US were found on 13 of these information items. Implications of these differences in content preferences for e-commerce website design in China and the US are discussed.

Keywords:

• content usability
• culture
• e-commerce
• infrastructure
• World Wide Web