Customer Perception Of Online Marketplace Competitiveness In Malaysia: The Moderating Effect Of Trialability

Abstract

The phenomenon of online purchasing is rapidly gaining momentum. Observing the exponential growth of businesses in this trade indicates that there is still a vast untapped potential for online marketplace to thrive. The primary objective of this study was to investigate the influence of low complexity, security and privacy on online marketplace competitiveness, considering the moderating role of trialability. The advent of the internet has transformed the nature of trade, making online purchasing critical and directly associated with consumers. Data was collected from four hundred respondents via online social media groups who had experience using online marketplaces. The data analysis was conducted using SPSS and Smart PLS to evaluate the hypotheses. The research approach was deductive, and the study focused on quantitative methods. The results indicate that low complexity and security and privacy have a significant positive impact on, while trialability positively influences the relationship between low complexity and online marketplace competitiveness. Online marketplaces have revolutionized our lives, providing a seamless and optimal solution for our busy lifestyles. Moreover, this study contributes to knowledge and enhances our understanding of this topic. Although the study was conducted with earnest effort, it has certain limitations, mainly concentrating on online customers and overlooking conventional customers.