A survey on product promotion via e-commerce platforms - case study in Malaysia
A survey by Malaysian Communication and Multimedia Commission (MCMC) has shown that Internet users in Malaysia has increased up to 88.7% in year 2020 compared to 76.9% in year 2016 which is quite high increase in percentage. The pervasive use of smartphones and computers nowadays as well as the...
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| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Language: | English English |
| Published: |
2021
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| Subjects: | |
| Online Access: | http://eprints.unisza.edu.my/4265/1/FH03-FIK-21-55698.pdf http://eprints.unisza.edu.my/4265/2/FH03-FIK-21-55625.pdf http://eprints.unisza.edu.my/4265/ |
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| Summary: | A survey by Malaysian Communication and
Multimedia Commission (MCMC) has shown that Internet
users in Malaysia has increased up to 88.7% in year 2020
compared to 76.9% in year 2016 which is quite high increase
in percentage. The pervasive use of smartphones and
computers nowadays as well as the availability of high-speed
Internet access has brought a new way of promoting
products. E-commerce is a buy and sell system that can be
accessed globally around the world. This system can provide
efficient strategies for promoting products and services. It is
widely agreed that even small enhancements in promotion
techniques can increase the profitability of any e-commerce
system. In this paper, a research has been conducted to study
methods to enhance product promotion among Malaysians.
The study investigates through a survey the factors affecting
users’ WTP (willing-to-pay) during performing e-commerce
transaction as well as factors what attract/repel them more.
To achieve the study aim, a group of 385 respondents
throughout Malaysia have been involved in this research
through questionnaire study. Detailed analysis has been
introduced to clarify the results. The study has identified the
top e-commerce platforms that are used by Malaysians to
execute product promotion. The results show that
promotion through e-commerce platforms could increase
profitability and help businesses to expand rapidly. This is
due to the fast market penetration of online promoting
compared to conventional one. |
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