Barriers to Entry in China’s Consumer Goods E-Commerce Market

Purpose Although economists and strategy theorists have extensively researched market entry barriers in the Western industrial market and post-entry barriers in the e-commerce market, few studies have focused on entry barriers in the context of the unique challenges in China's business landscape. In this study, a survey was conducted with 139 Chinese marketing executives of consumer goods e-commerce firms to elucidate the dimensions and relative importance of market entry barriers in China. Specifically, this study aims to explore the barriers to entry that exist in the Chinese consumer goods e-commerce market, determine their importance, and identify potential dimensions through factor analysis.