E-MARKETPLACE’S SELLER SEGMENTATION IN INDONESIA

• Main Author: NOVIAR RAHMAN (NIM : 23415010), MUHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23300
• Institution: Institut Teknologi Bandung

In today’s disruptive era, electronic marketplace has emerged to become one of the <br /> <br /> most popular e-commerce business models. This popularity stems from its <br /> <br /> flexibility that allows individuals to directly connect and transact with each other. <br /> <br /> Having two types of customers, e-marketplace needs to offer a superior value for <br /> <br /> both sellers and buyer as their customers. In contrast to marketplace buyer’s aspect <br /> <br /> that concerned e-marketplace managers and attracted many researchers, the seller <br /> <br /> aspect, despite its importance in driving e-marketplace success, has received little <br /> <br /> attention. Given this problem and research gap, this study aims to identify the seller <br /> <br /> segments operating in e-marketplace. <br /> <br /> This research started with a preliminary study, system comprehension, problem <br /> <br /> identification, and establishment of study’s objective and limitations. The research <br /> <br /> model was then formulated based on the reference model developed by Konus et <br /> <br /> al. (2008) which allow multi-channel shopper segmentation using latent class <br /> <br /> analysis with covariates. Several modifications to the reference model such as stage <br /> <br /> simplification, utility formulation, and benefits and costs used in the model were <br /> <br /> made. A six-stage construct development method performed to identify the benefits <br /> <br /> and sacrifices dimensions that constructed value for seller. Once the research model <br /> <br /> developed, the data was the collected and processed. The result of data processing <br /> <br /> was then validated and analyzed. <br /> <br /> Using a behaviourial and attitudinal based segmentation model with six benefits <br /> <br /> and three sacrifices included as covariates, the study revealed four segments of <br /> <br /> seller operating in Indonesia prominent marketplaces. The first segment is a group <br /> <br /> of uninvolved sellers, which utilize marketplace for a mere personal use and having <br /> <br /> no involvment to the marketplace. The second segment are prompt-benefit seekers, <br /> <br /> a group of sellers who expect immediate effect when using a marketplace. The third <br /> <br /> segment is the opportunist, a group of sellers who seeks the best gain available at <br /> <br /> the moment. The last identified and perceptive seller a group of more mature seller <br /> <br /> that use the marketplace for mid to long-term goals.