Journal of Administrative and Business Studies
Journal ISSN: 2414-309X
Article DOI:
Received: 7 November 2017
Accepted: 20 November 2017
Published: 4 December 2017
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  • Online shopping behavior of Chinese and Japanese consumers

Chai Zhi-Kang, Ikuko Ogawa

Published online: 2017


Online shopping has rapidly developed all over the world. Differences of consciousness and behaviors of consumers of different countries may make consumer problems serious in cross-border net shopping. In this study, online shopping behaviors of Mainland Chinese consumers and Japanese consumers were compared. The data used for the comparison were the results of the internet survey of online shopping behaviors of Chinese and Japanese consumers collected by the Ministry of Economy, Trade and Industry of Japanese government from 2010 to 2014. Chinese consumers collected various information, and they also made a lot of inquiries and negotiations before purchasing. Nevertheless, they encountered more troubles. In those cases, they returned the goods. Much less Japanese consumers did information collection, inquiries and negotiation. They put their complaints when they encountered troubles. It was a common problem that both of them did not confirm the site security such as the location of the operator, the notation of the contact person, the responsible person, and security measure.