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Consumers' Search for Information on the Internet: How and Why China Differs from Western Europe

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  • Vuylsteke, Alexander
  • Wen, Zhong
  • Baesens, Bart
  • Poelmans, Jonas

Abstract

Internet adoption in China is booming and purchasing power is growing steadily. Increasing numbers of Chinese turn to the Internet to search for information prior to a purchase. Based on 32h of interviews with students and business professionals in China, and a questionnaire completed by a sample of 1140 students in Beijing and Belgium, our explorative study demonstrates that fundamental cultural, behavioral, economic, technical, and other characteristics of China cause significant differences between Chinese and Western Europeans in their online search process for information prior to a purchase. The differences occur in frequency, goal, types of information sought, types of websites used, search engine usage patterns, and contribution of user opinions. This has important implications for marketing practitioners in China, especially for multinational corporations that enter China and that are not familiar yet with the Chinese environment. Suggestions for future research are also provided.

Suggested Citation

  • Vuylsteke, Alexander & Wen, Zhong & Baesens, Bart & Poelmans, Jonas, 2010. "Consumers' Search for Information on the Internet: How and Why China Differs from Western Europe," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 309-331.
    • Handle: RePEc:eee:joinma:v:24:y:2010:i:4:p:309-331
    DOI: 10.1016/j.intmar.2010.02.010
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    2. Malika Bendechache & Sergej Svorobej & Patricia Takako Endo & Adrian Mihai & Theo Lynn, 2021. "Simulating and Evaluating a Real-World ElasticSearch System Using the RECAP DES Simulator," Future Internet, MDPI, vol. 13(4), pages 1-12, March.
    3. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    4. Qin, Li & De-Juan-Vigaray, María D., 2021. "Social commerce: Is interpersonal trust formation similar between U.S.A. and Spain?," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Bhatnagar, Amit & Papatla, Purushottam, 2019. "Do habits influence the types of information that smartphone shoppers seek?," Journal of Business Research, Elsevier, vol. 94(C), pages 89-98.
    6. Aksoy, Lerzan & Buoye, Alexander & Aksoy, Pelin & Larivière, Bart & Keiningham, Timothy L., 2013. "A Cross-national Investigation of the Satisfaction and Loyalty Linkage for Mobile Telecommunications Services across Eight Countries," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 74-82.
    7. Leonhardt, James M. & Pezzuti, Todd & Namkoong, Jae-Eun, 2020. "We’re not so different: Collectivism increases perceived homophily, trust, and seeking user-generated product information," Journal of Business Research, Elsevier, vol. 112(C), pages 160-169.
    8. Yuting Cui & Raphael Lissillour & Juraj Chebeň & Drahoslav Lančarič & Chunlin Duan, 2022. "The position of financial prudence, social influence, and environmental satisfaction in the sustainable consumption behavioural model: Cross‐market intergenerational investigation during the Covid‐19 ," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 996-1020, July.
    9. Sirdeshmukh, Deepak & Ahmad, Norita B. & Khan, M. Sajid & Ashill, Nicholas J., 2018. "Drivers of user loyalty intention and commitment to a search engine: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 71-81.
    10. Intaka Piriyakul & Shawanluck Kunathikornkit & Montree Piriyakul & Rapepun Piriyakul, 2022. "Facial Skincare Journey: Consumer Needs Identification to Enhance Online Marketing," International Journal of Business Intelligence Research (IJBIR), IGI Global, vol. 13(1), pages 1-19, January.

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