Determinants of consumer’s loyalty in C2C e-marketplace, Carousell

Tan, Wai Yen (2022) Determinants of consumer’s loyalty in C2C e-marketplace, Carousell. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Various types of e-commerce have emerged where the Consumer-to-Consumer (C2C) e-commerce comprises one of them. Instead of the traditional market which involves businesses to consumers and/or businesses (B2C/B2B), the C2C market allows and provides consumers to interact with the other end-users through platforms such as Carousell, which is a mobile application and marketplace for consumers to buy and sell both new or preloved goods. Although the Carousell application has a steady increase in the number of users and is one of the most used e-commerce application, there has been numerous complaints on frauds, scams and other issues that led to consumers’ dissatisfaction and the lack of consumers’ loyalty towards the platform. Hence, this research aims to investigate the elements that affects consumer’s satisfaction and loyalty in using the Carousell platform. Methodology: This research uses a mono method research type which involves a survey of a heterogeneous population. The sampling technique used is a non-probability purposive sampling technique which involves 110 respondents from Carousell. The results illustrates that convenience, perceived risks, and service quality had the most impact towards consumers’ loyalty in the Carousell platform while information quality and system quality was found to be insignificant in this study. Future studies may look into other factors such as social capital, brand equity, etc., to be able to bring more insight on the determinants of consumers’ loyalty towards the Carousell application.

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