A Comparative Study of E-commerce in the Mexican and Taiwanese Markets

This thesis presents a comparative study of e-commerce trends, consumer behavior, and technological influences in the markets of Mexico and Taiwan. The research aims to explore the key drivers of consumer preferences in these two distinct cultural and economic environments, with a particular focus on the role of mobile shopping, social media marketing, and technological advancements such as artificial intelligence (AI) and augmented reality (AR). Through a combination of survey data, statistical analysis, and a comprehensive literature review, the study examines the impact of economic indicators, cultural values, and technological readiness on e-commerce behaviors in both countries.

Key findings highlight that while both Taiwanese and Mexican consumers exhibit a strong reliance on product reviews and ratings, there are notable differences in their preferences for platform security, pricing strategies, and promotional activities. Taiwanese consumers demonstrate a greater openness to advanced technologies, such as AI-driven recommendations and AR for product visualization, whereas Mexican consumers prioritize platform security and are more cautious in adopting such innovations. The study also reveals that social media marketing, especially through influencers, has a significant influence on purchasing decisions in both countries, though its impact is stronger in Taiwan.

This research contributes to the growing body of knowledge on global e-commerce by offering insights into the unique consumer behaviors of Mexico and Taiwan. It also provides practical recommendations for businesses aiming to optimize their strategies for these markets, focusing on the importance of cultural adaptation, technology integration, and consumer trust-building. The study concludes with suggestions for future research to expand the scope of cross-cultural e-commerce studies and further explore the role of emerging technologies in shaping consumer behavior.