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How to Promote E-Commerce Exports to China: An Empirical Analysis

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  • Kim, Min Jung

Abstract

This paper focuses on the recent extraordinary growth of Chinese cross-border online shopping and draws implications for firm strategies and government policies in Korea to utilize the phenomenon as an opportunity to expand into a broader market via e-commerce exports. I conduct a survey of Chinese cross-border online consumers to identify constraining and determining factors during the stages of their purchase decisions of Korean products. Given the fact that Chinese cross-border online shopping is at the incipient stage and consumers have expressed a strong intent to repurchase, future strategies should focus on attracting new consumers. Accordingly, Korean firms should build a powerful brand image, improve product quality and post-purchase services, and take full advantage of the popularity of the Korean Wave. Meanwhile, the government must step up policy efforts by, for instance, improving e-commerce export statistics, simplifying logistics and clearance procedures, and building trust in Chinese consumers.

Suggested Citation

  • Kim, Min Jung, 2017. "How to Promote E-Commerce Exports to China: An Empirical Analysis," KDI Journal of Economic Policy, Korea Development Institute (KDI), vol. 39(2), pages 53-74.
    • Handle: RePEc:zbw:kdijep:200807
    DOI: 10.23895/kdijep.2017.39.2.53
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    References listed on IDEAS

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    1. Gomez-Herrera, Estrella & Martens, Bertin & Turlea, Geomina, 2014. "The drivers and impediments for cross-border e-commerce in the EU," Information Economics and Policy, Elsevier, vol. 28(C), pages 83-96.
    2. Kim, Minjung, 2016. "Korea's E-Commerce Exports to China: Direction for Corporate Strategy and Government Policy," KDI Focus 64, Korea Development Institute (KDI).
    3. Dan J. Kim & Donald L. Ferrin & H. Raghav Rao, 2009. "Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration," Information Systems Research, INFORMS, vol. 20(2), pages 237-257, June.
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    Cited by:

    1. Xiao-qiang Wu & Lei Zhang & Song-ling Tian & Lan Wu, 2021. "Scenario based e-commerce recommendation algorithm based on customer interest in Internet of things environment," Electronic Commerce Research, Springer, vol. 21(3), pages 689-705, September.

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    More about this item

    Keywords

    Ecommerce export; Crossborder online shopping; Corporate strategy; Purchase decision making;
    All these keywords.

    JEL classification:

    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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