Fast-expanding "online" markets in South Korea and China: are they worth pursuing?
Journal Publication ResearchOnline@JCUAbstract
The online shopping craze in South Korea has been ongoing for more than a decade, but in China, online shopping is currently experiencing tremendous growth, with 64 million additional shoppers per year. Consumers in Asia are among the world's most prolific online shoppers. This study explains the evolution of the online shopping market in South Korea and China. Using fast-expanding market model as an initial analytical framework and multiple case approach, we find that Chinese online shopping corresponds to the take-off stage of a successful cluster, in which significant opportunities are still present in Chinese Tier-3 and Tier-4 cities. Conversely, the South Korean online market is nearing saturation, though major foreign players are still entering this perceived lucrative marketplace.
Journal
Thunderbird International Business Review
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N/A
Volume
59
ISBN/ISSN
1520-6874
Edition
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Issue
1
Pages Count
15
Location
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Publisher
Wiley-Blackwell
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Publisher Location
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Publish Date
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Date
N/A
EISSN
N/A
DOI
10.1002/tie.21779