Exploring the Cross-Cultural Online Shopping Experience: A Study of Foreign Residents in China

Abstract

This study explores the online shopping experience of foreign residents in China, focusing on their advantages, challenges, factors influencing their decision-making, and potential improvements to enhance their e-commerce experience. The sample consists of 58 foreigners living in China, and data were collected through an online self-administered questionnaire. Data were analyzed through descriptive statistics and thematic analysis. The findings reveal that foreign residents in China benefit from broader product variety, competitive pricing, convenience, and accessibility when shopping online. However, they also need help finding reliable products, have concerns about product quality and authenticity, and require a Chinese national identity card for certain purchases. Factors influencing their decision to use e-commerce platforms include convenience, last-mile delivery, accessibility, affordability, and refund policy. The study recommends introducing language options, international payment options, quality control measures, and removing the Chinese national identity card requirement. The insights gained from this study can inform strategies and offerings tailored to meet the unique needs of this consumer segment.