When Old Meets New: How China’s ‘Double-Eleven’ Day Challenges Confucianism

DOI 10.14707/ajbr.170029

Wenkai Zhou
Department of Marketing, College of Business, University of Wisconsin-Green Bay, USA
Yu-Feng L. Lee
College of Business, New Mexico State University, USA
Michael R. Hyman
College of Business, New Mexico State University, USA


‘Double-Eleven’ Day (aka 11.11 [November 11th], Singles Day, and Bachelors Day) is an e-commerce shopping spree celebrated by millions of Chinese e-shoppers. Since 2013, Chinese e-tailers have experienced record one-day sales on that date. Qualitative secondary data about ‘Double-Eleven’ Day e-shoppers suggests they are short-term oriented and individualistic, anti-hierarchical in buyer-seller relationships, focused on immediate consumption and hedonic pleasure, and prone to spontaneous trust and superficial interactions when online. In contrast, traditional Chinese shoppers conform to long-established Chinese personal selling strategies by being long-term oriented, collectivistic, and seekers of long-term mutual trust in hierarchical buyer-seller relationships. Hence, Chinese e-tailersshould adapt their selling practices to Chinese e-shoppers’ attitudes and behaviors.

Keywords: E-commerce, Personal Selling, ‘Double-Eleven’ Day, Confucianism


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