Buyer Platform Experience (PLX) in Online Marketplaces: Scale Development, Validation, and the Salience of Variety, Competitive Pricing, Service Excellence, and Promotion

This study aims to develop and validate a Buyer Platform Experience (PLX) scale focused on the cognitive and relational dimensions of buyer experience in online marketplaces. Adopting a five-stage sequential scale-development methodology, the research combines qualitative interviews with quantitative analyses using SPSS and AMOS. A four-dimensional scale—variety, service excellence, competitive pricing, and promotional effectiveness—was validated through exploratory and confirmatory factor analyses. Structural equation modeling confirmed that variety, service excellence, and competitive pricing significantly predict customer loyalty. The findings isolate cognitive and relational aspects often overlooked in existing customer-experience frameworks and offer practical guidance for platform managers seeking to enhance buyer retention through service quality, price competitiveness, and variety management.