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1 - E-Commerce

Social Embeddedness Through and Behind the Screen

Published online by Cambridge University Press:  24 August 2023

Xiaoying Qi
Affiliation:
Australian Catholic University, Melbourne
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Summary

The first chapter explores an area of entrepreneurship in which China in many ways leads the world. As well as considering e-commerce in general the chapter highlights some particularly Chinese innovations. The relevance of social embeddedness to online communication and interaction is widely acknowledged. In addition, there are now many studies which explore how online networks are affected by offline networks. Sociological research on e-commerce nevertheless remains underdeveloped. Little is known about how individuals participating in e-commerce markets take initiatives in creating, expanding, and maintaining online social networks behind the screen. Chapter 1 identifies forms of social embeddedness that while obscure are important to online markets. The chapter develops a concept, ‘personalized anchoring reputation’, in highlighting this phenomenon. Additionally, analysis is presented of an e-sales approach, called by its practitioners ‘fission’, which integrates characteristics of face-to-face transaction with online exchanges.

Type
Chapter
Information
Entrepreneurs in Contemporary China
Wealth, Connections, and Crisis
, pp. 23 - 39
Publisher: Cambridge University Press
Print publication year: 2023

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  • E-Commerce
  • Xiaoying Qi, Australian Catholic University, Melbourne
  • Book: Entrepreneurs in Contemporary China
  • Online publication: 24 August 2023
  • Chapter DOI: https://doi.org/10.1017/9781009316132.002
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To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

  • E-Commerce
  • Xiaoying Qi, Australian Catholic University, Melbourne
  • Book: Entrepreneurs in Contemporary China
  • Online publication: 24 August 2023
  • Chapter DOI: https://doi.org/10.1017/9781009316132.002
Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

  • E-Commerce
  • Xiaoying Qi, Australian Catholic University, Melbourne
  • Book: Entrepreneurs in Contemporary China
  • Online publication: 24 August 2023
  • Chapter DOI: https://doi.org/10.1017/9781009316132.002
Available formats
×