STRATEGI PEMASARAN UMKM SEBAGAI SELLER PADA E-MARKETPLACE (Studi pada Pelanggan Shopee di Indonesia)

This study aims to analyze the influence of reputation, price, and information quality on the purchasing decisions of Shopee e-marketplace customers in Indonesia. So, an effective and efficient strategy can be found for MSMEs as sellers at Shopee to improve purchasing decisions. The method used is a quantitative method with a verification approach that aims to test a hypothesis, which is to determine the influence of reputation, price, and quality of information on the purchasing decisions of Shopee customers in Indonesia. The results showed that reputation, price, and information quality had a positive and significant effect on purchasing decisions, where information quality had the highest effect. Thus, MSMEs can apply the main strategy in selling their products through e-marketplaces, by improving the quality of information about the store or the products they own. Then, build a reputation and determine the appropriate price

Tell Me What You Want: Exploring the Impact of Offering Option Repertoires on Service Performance in Gig Economy

Confronted with an increasingly competitive business landscape for credence goods in the gig economy, sellers in e-marketplaces must effectively design their services by configuring the service offering specification options to enhance the visibility of their service offerings. Motivated by the gap between the configuration of service offering specification options and its impact on service quality and sales, this study builds on the competitive repertoire theory to advance a research model that seeks to unveil how the volume, complexity, and heterogeneity of service offering specification option repertoires affect service quality and sales. We empirically examined our hypotheses with a dataset comprising 3,307 lifestyle-themed credence goods observations from Fiverr, one of the largest e-marketplaces for gig economy in the world. We discover that the repertoire volume increases both service quality and sales whereas repertoire complexity only increases service quality. Repertoire heterogeneity does not significantly impact on service quality and sales

Platform-Based Online Services, Competitive Actions, And E-Marketplace Seller Performance

Platform-based services are online services provided by e-marketplace operators to online sellers for them to compete and enhance performance. This paper aims at examining two important questions in the context of e-marketplace: (1) what kind of platform-based services can be used by online retail sellers as competitive moves? and (2) to what extent does the usage of these platform-based services impact online seller’s performance? Drawing on competitive dynamics theory, we argue that sellers that undertake a larger number of, more complex and heterogeneous platform-based services achieve better performance in e-marketplace. Using data of 1046 sellers, who open online retail stores and sell cosmetics on Taobao, a Chinese e-marketplace, we found that while undertaking more complex platform-based services is important by itself, it is more important to be strategic by undertaking a large number of platform-based services and these services had better be different from its competitors and the industry. Implications for practice and research and suggestions for future research on improving sellers’ competitiveness are discussed. This research was supported in part by a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (No. CityU 141809)

An Empirical Analysis

학위논문(석사) -- 서울대학교대학원 : 경영대학 경영학과, 2021.8. 명준구.With the emergence of new technologies and due to the recent COVID-19 pandemic, e-commerce and its subsequent e-marketplaces are constantly gaining attention. Simultaneous to the popularity, competition is becoming fierce for both e-marketplace operators and its participating sellers. As a result, they are striving for a competitive edge. Incorporating decision-supporting services in e-marketplaces can be considered as a strategic activity for the platform operators, which can enhance the performance of sellers actively using such services. We therefore hypothesize that the usage of decision support systems will lead to an enhanced performance of e-marketplace participants, i.e., sellers. By utilizing a secondary data provided by one of the leading e-marketplace operators in Korea, we have empirically found out that usage of decision support systems, namely, seller dashboard and review systems, lead to an increase in sales, which is the measurement of a seller’s performance. This study will serve as a literature for DSS effectiveness, e-marketplace success strategies, and will provide theoretical implications for the resource-based view and competitive dynamics theory by adding an empirical evidence for those field of study. Also, this study possesses managerial implications for not only e-marketplace operators seeking success, but sellers within the platform also.IT의 발전과 함께 특히 최근 COVID-19 팬데믹의 영향으로 전자상거래는 꾸준한 성장과 관심을 받고 있다. 하지만 이와 동시에 경쟁 역시 치열해지고 있기 때문에, 전자상거래 플랫폼 운영사들과 플랫폼에 참여하는 판매자들은 경쟁우위를 점하게 위해 노력을 하고 있는 실정이다. 이를 위한 한가지 전략적 방안으로는 전자상거래 플랫폼 내에 의사결정 지원도구를 제공함으로써 판매자들을 돕는 방법이 있다. 이에 따라 실제 이러한 의사결정 지원도구가 실제 전자상거래 플랫폼 참여자에게 도움이 될 것이라는 가설을 세우고 연구를 진행하였다. 한국의 한 전자상거래 플랫폼의 데이터를 제공받아 분석한 결과, 대시보드 및 리뷰 시스템의 의사결정 지원도구를 사용한 경우 매출이 증가하여 판매자의 실적이 유의미하게 개선되었다는 사실을 확인할 수 있었다. 본 연구는 의사결정 지원도구의 효과성, 그리고 전자상거래 플랫폼 성공 요인에 관한 문헌으로서 그 의의가 있다고 할 수 있고, 자원기반이론 및 역동적 능력 이론에 관한 실증이라는 점에서 의의를 찾을 수 있다. 또한, 전자상거래 플랫폼 운영사뿐만 아니라 판매자들에게도 경영적인 시사점을 줄 수 있을 것이다.Table of Contents Chapter 1. Introduction 1 1.1 Study Background 1 1.2 Study Goals and Question 3 Chapter 2. Literature Review 5 2.1 E-marketplace 5 2.2 Decision Support Systems 9 2.3 Platform Strategy 10 Chapter 3. Hypotheses Development 12 3.1 Hypotheses and Research Model 12 Chapter 4. Research Methodology 17 4.1 Propensity Score Matching 17 4.2 Variables 18 Chapter 5. Data Analysis and Results 21 5.1 Data Description 21 5.2 Data Analysis 25 5.3 Results 27 Chapter 6. Discussion and Conclusion 31 6.1 Implications 31 6.2 Limitations and Further Research 32 6.3 Conclusion 33 References 35 국문 초록 40석

An Economic Analysis of Consumer Learning on Entertainment Shopping Websites

Online entertainment shopping, normally supported by the pay-to-bid auction mechanism, represents an innovative business model in e-commerce. Because the unique selling mechanism combines features of shopping and online auction, consumers expect both monetary return and entertainment value from their participation. We propose a dynamic structural model to analyze consumer behaviors on entertainment shopping websites. The model captures the consumer learning process, based both on individual participation experiences and also on observational learning of historical auction information. We estimate the model using a large data set from an online entertainment shopping website. Results show that consumers’ initial participation incentives mainly come from a significant overestimation of the entertainment value and an obvious underestimation of the auction competition. Both types of learning contribute to a general decreasing participation trend among consumers over time. Our model provides both a theoretical explanation and empirical evidence of the consumer churn issue. It further identifies two groups of consumers with different risk characteristics: One group is risk-averse and quits using the website before effective learning takes place, while the other group exhibits risk-seeking behavior and overly commits to the auction games. Based on the estimated parameters of the model, we perform counterfactual analyses to evaluate the effects of policy changes on consumers’ participation behaviors. We discuss several important design implications and recommend strategies for building a sustainable business model in the entertainment shopping industry

Business Interrupted : COVID-19 and its impact on auction houses

This study aims to thoroughly analyse how auction houses are coping with the conditions imposed by the Coronavirus pandemic in the short-term and what the virus’ long-term impact on the business will be. The study will look at upcoming marketing campaigns and the quick migration to online sales, and will analyse the data within those sales. The study is unique in its aim to also analyse buyer and seller psychological behaviours and how they will be impacted as a result of forced or voluntary distancing when live sales return. Overall, the thesis aims to address the question: Can the auction house as a historically client-centred, visit-based, handshake business survive and embrace a ‘contactless’ business model relying on virtual and online platforms

Online reviews and consumers\u27 willingness to pay: the role of uncertainty

Empirical studies of online reviews have found that valence (average rating) has a consistently positive impact on consumers’ willingness to pay (WTP), but volume does not. Although two studies tried to explain this phenomenon using different perspectives (Wu and Ayala, 2012; Sun, 2012), neither study can fully accommodate the consumer behaviors observed by the other. This dissertation adopts a theoretical framework that can explain the consumer behaviors observed in both studies as well as the varying influence of review volume at the individual level. Specifically, several studies were conducted to investigate the relationship between bidirectional online seller reviews (e.g., the eBay review format) and consumers’ WTP. Essay 1 provides an extensive review of studies that investigate online consumer reviews at the market, product, firm, consumer, and message level; special attention is given to the outcomes of consumer reviews for both products and sellers. In addition, this essay establishes the importance of the current research topic. Essay 2 combines economic and behavioral theories of decision-making under uncertainty to develop a theoretical framework. The framework proposes that review volume and valence influence a consumer’s WTP through a weighting function of outcome probability. Consumers with different preferences towards uncertainty will have different preferences toward review volume, and for some consumers, such preference can change depending on the review valence. Based on this conceptualization, the framework reconciles the current literature by explaining the inconsistent influence of review volume both across and within individuals. The internal validity of the framework is tested with an experiment and analyses carried out at the individual level provide strong support for the proposed conceptual model. Essay 3 establishes the relevance of this research for managers by applying the framework to real market data. Due to the nature of the transactional data, a finite mixture model is used to estimate the weighting function, and hypotheses are tested at the group instead of the individual level. A simulation study demonstrates the validity of using a finite mixture model to estimate the weighting function and classify groups. The results of the hypotheses testing provide adequate support for the framework

The art of online arbitrage: essential practices for third-party sellers

The topic of arbitrage is an essential concept in the financial world. It involves taking advantage of price discrepancies for an asset or security across different markets. The emerging third-party retail and online e-commerce arbitrage sellers industry is growing and becoming a popular income source for many individuals. While there is various research on arbitrage and its impact on the economy, there is scant literature on third-party retail e-commerce arbitrage selling. The goal of this research is to build upon existing scholarly work by examining optimal methods, tactics, and obstacles encountered by e-commerce arbitrage sellers who operate through third-party retail platforms. A phenomenological methodology was employed to capture the firsthand experiences of seasoned professionals in the field. Twelve third-party e-commerce sellers who met inclusion criteria were interviewed and asked 11 interview questions designed to elicit detailed and nuanced answers. Thematic analysis was employed to code and categorize the interview data. Forty-nine overarching themes were identified and condensed to create the ACES Framework, which can be used as a guide for success in third-party retail e-commerce arbitrage selling