In a country with centralized political, social and economic systems, the Chinese government is one of the most vital players in promoting e-commerce diffusion and mobilizing public awareness. The government has been proactively initiating national projects. The 1990s featured the government's "Three Golden Bridges" project (Lovelock, 1997). The current initiative consists of a three-step effort: the Government Online Project launched in 1999 (www.gov.cn), Enterprises Online Project in 2000 (www.sinoeol.com), and Home Online Project in 2001 (www.sinohome.com).