A Study on the Impact of Marketing and Technical Content in Influencing Hedonistic Value for Shopee Customers in Malaysia
Post Covid-19 lockdown in Malaysia, can Shopee, one of the e-commerce giants in Malaysia, continue to be the preferred choice for Malaysian online shoppers and fulfil the hedonistic value of customers? This study is intended to determine whether or not Shopee can provide valuable technical and marketing content in their digital platform in order to experience hedonism and satisfy the needs and wants of Malaysian online shoppers. The variables for technical content are information quality, system quality and service quality. The variables for marketing content are design, e-WoM (electronic word of mouth) and advertising. The respondents for this study are 300 online shoppers in the district of Seri Iskandar, Ipoh, Kampar and Manjung in Perak, Malaysia which were selected via convenient sampling. Pearson Correlations and Multiple Regression analyses are used to verify and analyse thecollected data. Preliminary findings showed that there are positive relationships between hedonistic value with the technical and marketing content of Shopee. E-commerce platform providers must emphasis on the technical and marketing content in order to increase the traffic to their sites and to provide customers with hedonistic shopping experience.
Keywords - Hedonistic value, E-commerce Platform, Marketing factor, Technical factor, Shopee