Online Consumer Behavior in China

Consumer behavior in China is complex and dynamic. China continues to urbanize very rapidly. It is estimated that 60 percent of the population will live in urban areas by 2020. This means that 100 million more people will become urban consumers. The per capita disposable income of these consumers has doubled since 2010 from about 4,000 U.S. dollars to 8,000 U.S. dollars in 2018. This reflects the extensive social, economic, and cultural transformations the country has been through over the last 30 years. With the coming of the Internet revolution, these changes have magnified and have shaped consumer needs and preferences in a way that would have been unthinkable a few decades ago. About 10 or 15 years ago, consumer ...

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