Factors adding to recognition of lelong in malaysia

This research proposal studies on the factors which donate to the low popularity of Lelong in Malaysia. The factors used would be the people belief and view on Malaysia's e-commerce, webpage design of Lelong, acceptance of online shopping among Malaysian, weakness and limitations of e-commerce and marketing strategies of Lelong to gain competitive gain.

2. 0 Research Aims:

To research the people's perception on e-commerce in Malaysia

To find out how the difficulty of the website design of Lelong affect users' experience

To find out the popularity of using online shopping among Malaysian

To learn how the limitations of e-commerce have an impact on Lelong

To investigate on the marketing strategies of Lelong's to gain competitive advantage

3. 0 Research Questions:

What is the people's understanding and view on Malaysia's e-commerce?

Does the website design of Lelong too complicated for users?

How popular is online shopping among Malaysian?

How the weakness and limits of e-commerce affect Lelong?

What are marketing strategies of Lelong to help them gain competitive benefits?

4. 0 Introduction:

Lelong (Lelong. com. my) is an online public sale and trading website founded by Interbase Resources Sdn. Bhd at 1998. Their quest declaration is "Serving the city and bringing a higher standard of quality into homes and businesses by giving an avenue for on-line trading at an inexpensive". As compared to the international public sale website - ebay. com, Lelong has more open public awareness in local rather than internationally. Lelong has a growing amount of users, most users sell their used items through Lelong, and there are quite a few store sellers as well.

As Lelong has been a local taste, members feel a feeling of belonging and constantly keep in connection with the Lelong Development Team to provide responses, either positive or negative. Lelong has stood on the e-commerce world of Malaysia for more than a decade. However, the acceptance of Lelong continues to be lower in Malaysia. The potential buyers and sellers of Lelong are largely individuals who have stayed together with Lelong for a long period. Individuals who are new are not likely to used Lelong or have a higher leaving rate. With all the growth of technology and growing recognition of e-commerce nowadays, Lelong encounters more competitors than ever before (Lelong, 2010).

In this research, the factors which donate to the low reputation of Lelong in Malaysia will be analyzed.

5. 0 Need for Study

This research will be useful and good for the Lelong and other online public sale or e-commerce businesses. Out of this research, Lelong are certain to get to know their weaknesses in webpage design and competition with other online auction websites. By getting know their weakness, they can improve on their website design and stay competitive. Besides, we will also get to know what are the weaknesses and limitations of e-commerce in Malaysia that will impact the operation of online businesses. Besides that, marketing strategies of attaining competitive benefit in e-commerce can also be learned.

6. 0 Books Review

6. 1 Perceptions and views on E-commerce

There appears to be a lack of understanding and knowledge on consumers' behaviour towards online shopping. In Malaysia, online shopping is still a new platform and individuals are less familiar and frequently feel more skeptical towards online shopping (Harn, Khatibi and Ismail, 2006).

Customers might not exactly yet be ready for the transactional purposes and security issues. Most Malaysian customer still have the mentally of fearful doing online shopping or make a transaction online scheduled to security reason. They have a belief that online ventures are not safe enough to safeguard the payment method such as bank card and also disclosure of information.

6. 2 Webpage design quality influences on users' experience

According to a study made by Hassan and Abdullah, ease of use of the website comes with an indirect effect on users' online shopping patterns. Web page design features can act as motivator factors that contribute to user dissatisfaction and satisfaction with a web site. The grade of website depends upon four factors, which is ease of use, usefulness, ease of navigation and readability. An online site or online store with a good webpage design can help the consumers to complete transaction easily and smoothly and attract them to pay repeat visit to the web site or web store. On the other hand, worse quality would prevent their online shopping techniques. The assumption is that the higher website quality, the bigger goal of consumer to look online. A stylish website will makes the consumers simpler to navigate the website and can make an impact on their choice of electronic store. In order for consumers to acquire from an online store, online retailers need to make certain that the web shopping process through their websites should be produced easy, simple and convenient. The web site should be easy to understand, easy to navigate and time conserving in loading the site (Hassan and Abdullah, 2010).

E-commerce site artist needs to understand both similarities and variations between the virtual and physical world customer environments as well as to recognize the distinctions in communication types. With e-commerce, the website reach is global hence the custom made should consider setting up different languages and various time areas in their website to reach different country of users (Documents, 2009).

6. 3 Acceptance of e-commerce in Malaysia

The current conditions and activity of e-commerce in the Malaysia can only be described as sluggish. However, the federal government, businesses and local bodies did pay much attention about e-commerce. According to the Nielsen Company 2007 research, 39% of Malaysians made their acquisitions online. 70% of the web users in Malaysia got made a purchase online at some point before. Online travel is a favorite e-commerce activity for Malaysians, with 55% of them buying flight tickets or made journey reservations online, while the other 41% said they had made hotel or tour reservations online. In 53% of cases residents name personal suggestions helping them make a decision where to shop online (Anon, 2009). The continuing future of e-commerce seems to be very bright for Malaysia. However, it can only just remain so if consumers place trust and confident in it (Yip, 2005).

6. 4 Limitations and Barriers of E-commerce

There are several barriers and limits of e-commerce, such as globalization, contractual and financial issues, possession, personal privacy and security, interconnectivity and interoperability and deployment. The most frequently reported problems are security, Internet access, repayment issues and technical issues. Privateness issues such as insufficient security and censorship would discourage communication. From a earlier research of Mukti in 2000, the effect shown security is the most important hurdle to e-commerce. As it says people come to mind about offering their credit-based card numbers when they want to conduct e-commerce. The next most frequent concern is contractual and financial. This sort of barrier develops because much e-commerce is conducted across national boundaries and partially because e-commerce is still new and only a little legal precedence has been establish, especially in Malaysia. Accompanied by hacker's involvement, which is the third barrier to e-commerce. As e-commerce uses the Internet, hackers might break through the security options use by a computer which known as "firewalls" and access the computer. Besides, some company are lacking of IT skilled workers, which deter them from executing e-commerce. Apart from these problems, there's also some minor problems like lack of computers or Internet connection in users' home (Mukti, 2000).

6. 5 Marketing strategy to gain competitive benefits in e-commerce

The Internet can significantly lower accessibility obstacles for new rivals. For the reason that companies can enter e-commerce easily as they do not need a large amount of capital investment in comparison to offline marketplaces. As the number of men and women with Access to the internet increases, the competition for web business also improves. Several strategies are used in e-commerce to get competitive benefits (Shin, 2001).

Product Strategy

With e-commerce, consumers can certainly collect information about products without the need to go to stores to examine products and compare prices. It really is frustrating to do it in an offline market. As consumers can now compare products easily and free, companies should identify their products from others, for example, the utilization of product bundling. Product bundling stimulates the great things about the whole offer, thus keeping buyers from comparing individual items. Other product strategies you can use are like launching of niche products and development of products (Shin, 2001).

Price Strategy

Zero cost of looking at prices through the web make retailers to contend on pricing. To create it harder for customers to compare prices, vendors can hire a price discrimination strategy that is charging different price for different market, with respect to the market conditions and differences in how customers value the product. Besides that, seller can also use cost management strategy or enhance their products and services with added value, thus increasing the turning cost of potential buyers (Shin, 2001).

Promotion Strategy

To manage a brandname in e-commerce effectively and efficiently, companies have to use different advertising strategies from those used by traditional marketing. One of it is to create a direct link with consumers, or better known as one-to-one marketing. This allows them to customise products and tailor marketing promotions to meet customer needs and build customer loyalty. Besides, companies can also revenue-sharing strategy, that is to spouse or affiliate marketing with other companies and gain common benefits (Shin, 2001).

Place Strategy

The place areas of the marketing mixture are related to the distribution and delivery of products. The Internet has changed the way how products and services are sent by reducing transfer and syndication costs. One method for companies to identify their products from rival companies is faster and more efficient delivery of products with their customers. Another strategy is by using click-and-mortar strategy rather than just genuine play (Shin, 2001).

7. 0 Methodology

Primary data collection is going to be carried out to investigate and achieve the objectives of the research. A set of questionnaire comprising of 30 questions will be handed to the public comprising of men and women from time 18 and above. There will be 5 questions on demographic and 25 questions on the factors tested in the hypotheses. The prospective range of respondents will be 100 people.

The sample method found in this research will be convenience sampling. Convenience sampling is a non-probability method and sample is chosen because of convenience and easy to attain (Kahl, 2010). Convenience sampling is employed under the constraints of your time and budget. The survey will be carried out in different universities in order to acquire results from students from different age ranges and various backgrounds. Doing survey in colleges is suitable as this group of people is the main one who use the Internet most. After that, we can accumulate information about their notion and views toward e-commerce in Malaysia and move on to know how popular is online shopping included in this.

Secondary data collection will be from various options such as Internet, mags, newspapers, publications and articles. Limitations of e-commerce and marketing strategies used in e-commerce to get competitive benefits information will be obtained from past research posted in the Internet. Related articles will be utilized as mention of know how webpage design can affect the users' experience.

Theoretical framework for this study is:

Marketing Strategies

Weakness and Limitations of e-commerce

Popularity of online shopping

Webpage design

People belief on e-commerce

Popularity of Lelong

Independent Factors Dependent Variable

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