Date of Award

4-13-2025

Thesis Type

PhD

Document Type

Thesis

Divisions

Faculty of Arts and Social Sciences

Department

Department of Chinese Studies

Institution

Universiti Malaya

Abstract

As China’s e-commerce platforms accelerate their globalisation process, their cross-cultural communication strategies in overseas markets have become a focal point of academic interest. This study examines the strategies and challenges of China’s e-commerce platforms in cross-cultural communication, using Taobao and Lazada’s operations in the Malaysian market as case studies. The research employs qualitative methods, combining literature analysis, observation, semi-structured interviews, and case studies. It constructs a theoretical framework drawing from cross-cultural communication theory, globalisation and localisation theory, cross-cultural marketing communication theory, and cultural adaptation theory. The study focuses on four core issues: the current development of China’s e-commerce platforms in Malaysia, how Taobao and Lazada reflect the cross-cultural communication of China’s e-commerce platforms, the specific content of cross-cultural communication strategies, and the influence of these strategies on Malaysia. The findings reveal that China’s e-commerce platforms have achieved success in the Malaysian market whilst facing challenges such as cultural differences and localisation issues. Taobao and Lazada have effectively promoted the China’s e-commerce model in Malaysia through deep localisation strategies, innovative marketing approaches, and user experience optimisation. The study identifies a series of cross-cultural communication strategies, including cultural adaptation, localised marketing, application of technological innovations, brand trust building, and cross-cultural talent cultivation. These strategies have not only facilitated the platforms’ development in Malaysia but also profoundly influenced the local economy, socio-cultural landscape, and technological advancement. The theoretical contribution of this research lies in expanding the application of cross-cultural communication theory in the digital economy era, enriching e-commerce internationalisation theory, and proposing a multi-dimensional analytical framework for cross-cultural communication of e- commerce platforms. On a practical level, the study provides systematic guidance for China’s e-commerce platforms in formulating overseas market expansion strategies and offers references for government policies on cross-border e-commerce. The study also acknowledges limitations such as insufficient sample representation and data acquisition constraints. In conclusion, this systematic analysis of China’s e-commerce platforms’ cross-cultural communication strategies in Malaysia not only enriches academic understanding of cross-cultural e-commerce but also provides valuable insights for the globalisation practices of China’s e-commerce platforms. The research findings hold implications for promoting the continuous development and innovation of China’s e-commerce on the global stage.

Comments

SMS

Note

Thesis (PhD) – Faculty of Arts and Social Sciences, Universiti Malaya, 2025.

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