Competitive Pressure and Predatory Pricing in E-Commerce: The Moderating of Intellectual Capital Ni Made Rai Juniariani (a*), Dian Agustia (b)
(a) Department of Accounting, Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia and Department of Accounting, Faculty of Economics and Business, Universitas Warmadewa, Denpasar, Indonesia
*ni.made.rai-2021[at]feb.unair.ac.id
(b) Department of Accounting, Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia
Abstract
The study aims to analyze the influence of intellectual capital moderation towards the correlation between the competitive pressure and predatory pricing in e-commerce. The study applies quantitative research involving the assistance of PLS-SEM application to review the hypothesis of the study. The data is collected by using questionnaire survey distributed to the businessman who promote their products in E-commerce and random sampling is applied in the study for the data collection. The results of the study have successfully proven the proposed hypothesis and supported the applied theories in the study stating that the greater competitive pressure, the desire of the businessman to utilize predatory pricing strategy is also greater. On the other hand, Intellectual capital provides negative moderation effect. Therefore, the greater intellectual capital, their desire to utilize predatory pricing strategy in overcoming competitive pressure is lower.
