Purpose – The purpose of this paper is to examine the factors that influence customer satisfaction among Chinese online shoppers. It applies the normative categories identified in the literature and tests them for effect in the emerging Chinese online consumer market....

Purpose – The research objective was to assess the challenges of transition that firms face in adopting a market orientation in China, as the basis for providing a context‐specific explanation of market orientation. Design/methodology/approach – A sample from the He Bei Light Industry...