Chu Junhong

Dean’s Chair and Associate Professor, National University of Singapore Business School

Chu Junhong is Dean’s Chair and Associate Professor of Marketing at National University of Singapore Business School. She is also the academic director of the NUS MSc in Marketing Analytics and Insights programme. Her research interests lie in e-commerce, consumer and firm behaviour, high-tech markets, retail competition, marketing analytics, as well as social interactions and networking.

People wearing face masks walk at a main shopping area in Shanghai, China, 27 January 2021. (Aly Song/File Photo/Reuters)

The most trusted provinces in China, according to Taobao

In a study on consumers’ shopping patterns across provinces in China, Associate Professor Chu Junhong of NUS Business School and Professor Pradeep K. Chintagunta of the Chicago Booth School of Business found that Chinese buyers tend to buy from sellers they trust, and a seller’s location forms a large part of that equation.
This picture taken on 28 October 2020 shows a customer (right) scanning a QR payment code (centre in green) to pay at a restaurant in Beijing, China. (Nicolas Asfouri/AFP)

China will continue to dominate the e-commerce landscape in 2021

China will continue to flex its e-commerce muscles in 2021, predicts Associate Professor Chu Junhong from the NUS Business School. Expect a strong dose of cross-border e-commerce, live-streaming e-commerce, and more eye-catching short videos that promise great returns on “retailtainment”.