TAF PUBLISHING

The rapid development of information communication technologies has created business opportunities for individuals to create wealth, where these individuals may or may not be employed by organizations. Online business has gained popularity as it allows individuals to generate income at their convenience, regardless of their age, marital status, or ethnicity. Nevertheless, not all individuals are successful with their online businesses. The performance differences were found among Bumiputera online entrepreneurs, which then raised the question of what factors contributed to such differences. Using resource-based view as the underpinning theory, this research argued that marketing capability and network resources would contribute to their business performance. Hence, this research was conducted to determine the relationship between marketing capability, network resources, and performance of Bumiputera online entrepreneurs. Using face-to-face and online surveys, 158 responses were collected from Bumiputera online entrepreneurs throughout Malaysia. Results from regression analysis found that both marketing and network directly correlated with most of the performance indicators. However, the influence of the network as the moderator was not significant and needed to be further explored. The research findings can be useful to online entrepreneurs and contribute to the content development of entrepreneurship programs. It is recommended to strengthen measurements for marketing capability and network resources of online entrepreneurs for future research.