Factors that impact on the success of E-commerce for B2C SMEs in China

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Zhang, Shaosong
Author ORCID Profiles (clickable)
Master of Business
Unitec Institute of Technology
Du Plessis, Andries
Seth, Nitin
Hebblethwaite, Denisa
Masters Thesis
Ngā Upoko Tukutuku (Māori subject headings)
small and medium-sized enterprises (SMEs)
Business-to-Consumer (B2C) e-commerce
ANZSRC Field of Research Code (2020)
Zhang, S. (2017). Factors that impact on the success of E-commerce for B2C SMEs in China. An unpublished thesis submitted in partial fulfillment of the requirements for the degree of Master of Business, Unitec Institute of Technology, New Zealand.
Science and technology not only change life, but also change business models, with E-commerce being the best proof of this in recent years. More and more businesses began to develop businesses through E-commerce and emerging technologies also made a competitive business environment more changeable and challenged. It is therefore important to deliver an effective presence for businesses. In China, E-commerce has developed quite fast in recent years. However, Small and medium-sized enterprises (SMEs) play a significant part in China’s economy. Once developing businesses on E-commerce, it is important to know, for Business to Consumer (B2C) SME owners or managers, how to manage businesses through E- commerce. This requires more knowledge, skill or strategies than traditional businesses. This research focuses on the B2C SMEs that have already implemented E-commerce for their businesses. The purpose of this research is to identity factors that impact the success of E-commerce performance for B2C SMEs in China. The study aims to provide factors that can lead to successful E-commerce implementation that can provide some knowledge and guidance for the owners of B2C SMEs in China. In this research, qualitative data was collected through in depth face-to-face interviews with 15 owners of B2C SMEs in China, who have already adopted E- commerce. Based on the results of this research, it can be concluded that B2C SMEs in China all recognized the current importance of E-commerce in China; are willing to continue to develop businesses through E-commerce in the future; and are trying their best to perform E-commerce, including identifying and determining success factors and strategies that suit their businesses. These businesses all have a basic understanding of E-commerce, but there are still many areas for them to improve. Due to the specific E- commerce environment in China, all B2C E-commerce SMEs rely heavily on third- party platforms and on third-party logistics. All SMEs still face limitations for developing E-commerce. The study therefore considered all the challenges noted above and developed factors that could guide B2C SMEs to successfully perform their business operations through E-commerce. Limitations of this study and directions for future research are also discussed
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