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Chinese Culture in a Cross-Cultural Comparison


Edited By Michael B. Hinner

Chinese culture has a very long and extraordinary tradition. With China’s rapid economic growth and a population of more than one billion people, China has become a very important market for many companies. In order to conduct business in a particular country, it is necessary to also understand the culture of that country. After all, culture influences people’s behavior and communication – also in the world of business. That is why an understanding of a country’s culture is crucial when communicating with all relevant stakeholders including its consumers, businesses, employees, and government authorities. This eighth volume of the Freiberger Beiträge seeks to provide some essential insights into Chinese culture to help improve transactions and relationships with Chinese stakeholders. The contributing authors help explain the various facets of Chinese culture revolving around communication, business negotiations, and conflict management.
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Consumer Relations in Business to Consumer (B2C) Electronic Commerce Environments: A Study of Taiwan and the United States


By Ming-Yi Wu

Ming-Yi Wu notes that the rapid growth of electronic commerce has sparked interest in relationship management studies. The author’s study examines e-trust, e-satisfaction, and e-commitment in a business to consumer (B2C) e-commerce environment from the perspective of consumers in Taiwan and the USA. These two countries were chosen because of the popularity of online shopping in both cultures and the differences in cultural context. Hall’s high and low contexts are used for the cultural comparison with Taiwan being a high context culture and the USA a low context culture. According to Hall, information is only partially transmitted explicitly in high context cultures whereas most information is expressed in the explicit code in low context cultures, the author notes.

Wu points out that how information is transmitted in a society is influenced by the cultural context. Human information behaviors as well as online shopping behaviors are affected by cultural contexts. That is why Wu sought to explore consumers’ perceived relationships with online vendors in a high context and a low context culture to see if there are perceivable differences.

Since it is very important for an online vendor to build good and ethical relationships with consumers, the Relationship Management Theory served as a theoretical foundation. This theory suggests that research and practice should focus on an organization’s relationship with its key publics. Trust, openness, involvement, investment, and commitment are the relationship dimensions that affect relationships between organizations and their key...

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