INTERNET COMMERCE IN HONG KONG:AN EXPLORATORY STUDY

This research explores the use of internet, in particular World Wide Web, by businesses in Hong Kong to promote and sell their products and services. Content analysis of Web pages and selected interviews are used to gain insight into the role of internet in marketing channels, the prodeuct/service variety offered and transaction formats provided on the Net. It is found that most of the Hong Kong businesses engaging in internet commerce have the following characteristics: (l ) using internet to supplement their regular marketing channels; (2) having a local market focus; (3) concentrating on certain product categories; and (4) offering licited product varieties on -- line. These characterishcs may be explained by Hong Kong’s special environmental factors. In addition, cultural reasons, current and potential internet commerce customers in Hong Kong may belong to a rather small segment of the general population.