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Localization of website design- Focus on Chinese B2C E-commerce

Ding, Yue LU and Qin, Dongdong LU (2016) INFM10 20161
Department of Informatics
Abstract
Confronting Chinese E-commerce has increased rapidly in the past decade as well as its potential growing rate in the future, International E-commerce companies have realized the necessities of localization to attract more Chinese online consumers. However, many of them seem to have a hard time to compete with the local sites. This study aims to investigate design elements that are attracting the Chinese online consumers, hence find out their expectations/preferences to the E-commerce sites. We combined Garrett’s FP of UX design and SOR model to lead us to conduct a qualitative study respectively from website design and users’ perspectives. We adopted comparative methods to compare International and Chinese sites, then conduct... (More)
Confronting Chinese E-commerce has increased rapidly in the past decade as well as its potential growing rate in the future, International E-commerce companies have realized the necessities of localization to attract more Chinese online consumers. However, many of them seem to have a hard time to compete with the local sites. This study aims to investigate design elements that are attracting the Chinese online consumers, hence find out their expectations/preferences to the E-commerce sites. We combined Garrett’s FP of UX design and SOR model to lead us to conduct a qualitative study respectively from website design and users’ perspectives. We adopted comparative methods to compare International and Chinese sites, then conduct semi-structured interviews, so as to understand their differences that localized International sites might need to improve in the future. Accordingly, we explained our target type of Chinese users’ preferences/ expectations that based on the FP give a comprehensive suggestion/explanation
on how to better attract the users. Then we used SOR model to further confirmed with the users about our hypothesis.
Thereby, hopefully according to the comprehensive explanations in this paper, could shed some light to International E-commerce website on how to better localized in China. (Less)
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author
Ding, Yue LU and Qin, Dongdong LU
supervisor
organization
course
INFM10 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Five planes, E-commerce, user experience, localization, web design
report number
INF16-048
language
English
id
8884021
date added to LUP
2016-06-23 14:55:13
date last changed
2016-06-23 14:55:13
@misc{8884021,
  abstract     = {Confronting Chinese E-commerce has increased rapidly in the past decade as well as its potential growing rate in the future, International E-commerce companies have realized the necessities of localization to attract more Chinese online consumers. However, many of them seem to have a hard time to compete with the local sites. This study aims to investigate design elements that are attracting the Chinese online consumers, hence find out their expectations/preferences to the E-commerce sites. We combined Garrett’s FP of UX design and SOR model to lead us to conduct a qualitative study respectively from website design and users’ perspectives. We adopted comparative methods to compare International and Chinese sites, then conduct semi-structured interviews, so as to understand their differences that localized International sites might need to improve in the future. Accordingly, we explained our target type of Chinese users’ preferences/ expectations that based on the FP give a comprehensive suggestion/explanation
on how to better attract the users. Then we used SOR model to further confirmed with the users about our hypothesis.
Thereby, hopefully according to the comprehensive explanations in this paper, could shed some light to International E-commerce website on how to better localized in China.},
  author       = {Ding, Yue and Qin, Dongdong},
  keyword      = {Five planes,E-commerce,user experience,localization,web design},
  language     = {eng},
  note         = {Student Paper},
  title        = {Localization of website design- Focus on Chinese B2C E-commerce},
  year         = {2016},
}