The key to the success of e-businesses is to understand what entice people to buy things online and to provide them with the means to carry out these shopping transactions. E-business Web page designers must also have a sound understanding of the consumer behaviors in the targeted markets. Research to understand the psychology and expectations of online shoppers will not only help consumers and e-businesses but also the manufacturers of the equipment and telecommunication infrastructure which support these businesses. This paper discusses some of the issues in our research to ⅰ) understand what motivates Chinese consumers to buy online and ⅱ) whether the Web usability guidelines derived in the West are appropriate for Chinese consumers.
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