THE IMPACT OF CHINESE CULTURE ON CHANGING E-COMMERCE CONSUMER BEHAVIOR IN INDONESIA: A SYSTEMATIC LITERATURE REVIEW
Keywords:
E-Commerce, Chinese Culture, Consumer Behavior, IndonesiaAbstract
This study examines the impact of cultural influences on consumption patterns in e-commerce in China and Indonesia. While there is extensive research on consumer behavior in e-commerce, there is still a gap in cross-cultural understanding. This study aims to explore how cultural values, such as collectivism and trust, influence consumer behavior. The study employs a Systematic Literature Review (SLR) method, analyzing 57 publications from various sources. The findings reveal that in China, factors such as brand reputation and social interactions are more prominent, while in Indonesia, transaction ease and user experience are key. This research enriches the literature on cultural impacts in e-commerce and provides guidance for companies to tailor their marketing strategies to meet the culturally diverse needs of consumers.
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