Citation

Krishnan, Kalaivani Nair (2024) Factors influencing failure of online marketplace. Masters thesis, Multimedia University.

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Abstract

This thesis explores the factors contributing to the failure of online marketplaces, with a specific focus on developing a comprehensive framework for understanding and mitigating these failures. Drawing on the theoretical framework of "Predators and Prey: A New Ecology of Competition," the research includes a comprehensive literature review and analysis of case studies from 2014 to 2024. The study employs a quantitative approach. The quantitative phase involved a survey administered to a sample of 332 participants, comprising both buyers and sellers in online marketplaces. Key constructs such as improper launch strategy (ILS), insufficient problem to solve (IPS), weak defensibility (WD), lack of localization (LL), founder's experience and motivation (FEM), confused business model (CBM), poor ecosystem configuration (PEC), wrong governance choices (WGC), and fail to scale (FS) were measured and analyzed. Pearson correlation analysis revealed significant positive correlations between most of these factors and the failure of online marketplaces (FOM), with particularly strong correlations observed for IPS (r = .994, p < .001), WD (r = .992, p < .001), and FS (r = .995, p < .001). Multiple linear regression further identified that IPS, CBM, PEC, and FS are critical predictors of marketplace failure. The findings underscore the importance of addressing these key areas to prevent failure and promote the success of online marketplaces. Recommendations for marketplace operators include focusing on clear problem identification, robust business models, effective ecosystem configurations, and scalable solutions. This research provides a foundational framework for Tinge and other similar projects, offering valuable insights to guide the development and management of successful online marketplaces. It is my hope that this thesis will contribute to the realization of Tinge and support the broader community of online marketplace innovators.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5548.32 .K35 2024
Uncontrolled Keywords:	Electronic commerce
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 May 2025 05:00
Last Modified:	22 May 2025 05:00
URII:	http://shdl.mmu.edu.my/id/eprint/13802

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