The Fierce Competition of Shopee Battlefield Among Generation Z Consumers

A Neuromarketing Perspective

DOI

10.2991/978-94-6463-302-3_6How to use a DOI?

Keywords

Business Competition; E-Commerce; Eye Tracking; Neuromarketing; Online Purchase; Paid Seller; Pupil Projection; Shopee

ABSTRACT

The shift in consumer buying patterns towards online purchases has led to a significant increase in the number of sellers using e-commerce platforms to promote their products. Shopee is one of the most popular e-commerce platforms in Indonesia. However, the rapid rise in the number of sellers on Shopee has resulted in intensified competition within the platform. E-commerce platforms typically offer various services to assist sellers in marketing their products, including organic and paid options. Paid services on e-commerce platforms can enhance product exposure. However, the effectiveness of these paid services is being questioned due to the large number of sellers utilizing them. This research aims to assess the significance of sellers using paid services in the competitive landscape of e-commerce platforms. The study adopts a quantitative approach and explores the topic from a neuromarketing perspective. Eye-tracking, a neuromarketing method that records and analyzes where consumers focus their attention and how they navigate and make purchases on digital platforms, is used in this research. The findings of this study indicate that there is no statistically significant difference in the time required to locate and select products sold by organic sellers and paid sellers. This research will help e-commerce platform providers improve their services for customers. The article also discusses the research implications and limitations in more detail.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Suryo Hadi Wira Prabowo
AU  - Cesya Rizkika Parahiyanti
AU  - Yana Respati Dewi
AU  - Fatwah Inna Aulisaina
AU  - Norzalita Abd Aziz
PY  - 2023
DA  - 2023/11/30
TI  - The Fierce Competition of Shopee Battlefield Among Generation Z Consumers
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)
PB  - Atlantis Press
SP  - 39
EP  - 47
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-302-3_6
DO  - 10.2991/978-94-6463-302-3_6
ID  - Prabowo2023
ER  -