IMPACT OF E-COMMERCE ON TRADITIONAL SHOPPING PATTERN

Abstract

The emergence of e-commerce may suggest changes in the conventional shopping patterns of local consumers. This may in turn result in an erosion of the value of location in the real estate context. Thus the objective of the study is to determine if the impact of ecommerce on traditional shopping pattern is of significance. While several studies on buying behaviour of in-home and Internet shoppers have been conducted, there is no published research on how e-commerce can affect shopping patterns of Singaporeans. This study examines the demographic and psychographic characteristics of Internet buyers, the type of products that are likely to be purchased through the Internet, the present Internet users' habits and attitude and the attitude of those who have made actual purchases via Internet before. The data for the study is obtained by conducting surveys on local consumers. Hypotheses were formulated and tested using statistical techniques like Pearson Correlation, Factor Analysis, Reliability Test, Independent Sample T-Test, Cross Tabulation and Chi- Square. I he study found that Internet buyers and non-Internet buyers have some distinctive psychographic and demographic profiles. Internet buyers were found to have higher shopping orientation, more positive attitude towards Internet, have higher average monthly household income and are more likely to hold credit cards compared to non-Internet buyers. It was also found that shopping products that are standardized and have no branding are most likely to be bought via Internet. There is a high percentage of respondents who had surfed the Internet but very few had made actual purchases on Internet before. Inability to examine and try products, concern of the security of the payment through Internet and the preference of real life shopping experience are the main reasons for not buying via Internet The findings suggest that e-commerce does not have a significant impact on traditional shopping pattern.