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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Chua, Joeanne
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Humanities

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Analysis of the Shopee’s Strategies to Succeed in the Global E-commerce Market: Malaysia Case Madan, Sahana; Pérez-Morón, James; Chua, Xin Nee; Kee, Daisy Mui Hung; Chua, Joeanne; Chua, Ken Zie; Chuah, Yi Wen; Vidal, Luis David Santodomingo
International Journal of Tourism and Hospitality in Asia Pasific Vol 5, No 1 (2022): February 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (277.217 KB) | DOI: 10.32535/ijthap.v5i1.1400

Abstract

This study examines the strategies that influence consumer loyalty and buying intentions on the Shopee e-platform. Due to the rapid growth of e-commerce platforms worldwide, the researchers would like to know if this makes it difficult for Shopee to maintain customer loyalty in Malaysia. To maintain a successful existence in the global electronics market, Shopee developed integrated marketing communications, categorize the competitors, and leveraged AI and data. In this study, a total of 100 respondents from Malaysia responded to this survey. The data is collected via a survey questionnaire. The findings revealed that consumer behavior and experience, consumer convenience, and consumer trust have positively related to the customer satisfaction and purchase intent towards Shopee. Not only does this research provide Shopee with valuable guidance and insights on how customers perceive Shopee, resulting in increased customer satisfaction but also this research illustrates that Shopee has the potential to develop its prospects and strategies to succeed in the global e-commerce market. 
Analysis of the Shopee’s Strategies to Succeed in the Global E-commerce Market: Malaysia Case Madan, Sahana; Pérez-Morón, James; Chua, Xin Nee; Kee, Daisy Mui Hung; Chua, Joeanne; Chua, Ken Zie; Chuah, Yi Wen; Vidal, Luis David Santodomingo
International Journal of Tourism and Hospitality in Asia Pasific Vol 5, No 1 (2022): February 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v5i1.1400

Abstract

This study examines the strategies that influence consumer loyalty and buying intentions on the Shopee e-platform. Due to the rapid growth of e-commerce platforms worldwide, the researchers would like to know if this makes it difficult for Shopee to maintain customer loyalty in Malaysia. To maintain a successful existence in the global electronics market, Shopee developed integrated marketing communications, categorize the competitors, and leveraged AI and data. In this study, a total of 100 respondents from Malaysia responded to this survey. The data is collected via a survey questionnaire. The findings revealed that consumer behavior and experience, consumer convenience, and consumer trust have positively related to the customer satisfaction and purchase intent towards Shopee. Not only does this research provide Shopee with valuable guidance and insights on how customers perceive Shopee, resulting in increased customer satisfaction but also this research illustrates that Shopee has the potential to develop its prospects and strategies to succeed in the global e-commerce market. 
Co-Authors Chua, Ken Zie Chua, Xin Nee Chuah, Yi Wen Kee, Daisy Mui Hung Madan, Sahana Pérez-Morón, James Pérez-Morón, James Vidal, Luis David Santodomingo