Benefits and Barriers of E-commerce in Goods and Services in Hong Kong

Recent problems experienced by B2C e-commerce companies in Hong Kong and elsewhere highlight difficulties associated with B2C internet marketing. However, little academic attention has been paid to the success factors involved. Thus this paper addresses the problem: ‘What are the success factors for marketing products and services over the internet in Hong Kong e-commerce businesses?’ This research uses case studies to develop a conceptual framework about benefits and barriers. In effect, the research aimed to develop a theory that would serve as the foundation for future empirical analyses. Results showed that e-commerce success factors differ between sellers of tangible goods (e-retailers) and providers of services. For example, fulfillment and logistic support, product suitability are more important for tangible goods sellers. Management Implications may apply in countries beyond Hong Kong.