For Market Insights Professionals

Primary Analyst Photo	Document Information	Rate this Document
	August 13, 2008 Poor Word Of Mouth Is Top eRetail Barrier In China However, Heavy Social Media Use Spells Opportunity For Online Retailers by Dia Ganguly with Reineke Reitsma, Elise Godfrey

This is an excerpt

Executive Summary

Chinese consumers are more likely than consumers in more developed markets in Asia to rely on others for advice before purchasing something. Consequently, bad word of mouth is an important reason why many Chinese consumers don't purchase online. Social technologies present a major brand building opportunity to reinforce trust with potential online customers. In metropolitan China, Netizens (whether they shop online or not) are already heavy social media technology users. To get Chinese online shopping holdouts to purchase products online, online retail companies should start to look into implementing social media platforms on their Web sites.

This is an excerpt

Buy Risk-Free

Price: US $2495

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.