Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/220551
Title: IMPACT OF E-COMMERCE ON SUBURBAN MALLS AND ORCHARD ROAD
Authors: TAN MEI YAN DAPHNE
Keywords: Real Estate
RE
Lum Sau Kim
2015/2016 RE
Ecommerce
lsk
Orchard
Retail
Suburban
Issue Date: 8-Jan-2016
Citation: TAN MEI YAN DAPHNE (2016-01-08). IMPACT OF E-COMMERCE ON SUBURBAN MALLS AND ORCHARD ROAD. ScholarBank@NUS Repository.
Abstract: E-Commerce has been gaining traction in Singapore due to primarily the lower prices and convenience associated with online shopping. The popularity of Orchard Road malls have been declining even though enhancement works have been done to maintain their competitiveness. Suburban malls though, have become increasingly popular as a result of decentralisation and the evolved offerings. This study analyses the impact of E-Commerce on the physical retail market. We differentiate between suburban shopping malls and the main Orchard Road shopping belt as E-Commerce may influence these segments differently. A series of face-to-face interviews as well as mall intercept surveys were conducted in order to determine the specific factors as well as its individual impact on the different sub-categories. Descriptive statistics and paired t-test were used to analyse the results. Using survey results from 240 respondents; 60 from each of the 4 malls (Jem, Tampines Mall, ION Orchard and 313 Orchard), it was revealed that Orchard malls are more affected than suburban malls and respondents shop less in both Orchard and suburban shopping malls in all 10 categories albeit in different magnitudes. The paired t-test revealed that among the 10 categories, there is a significant difference in “travel related items”. Although E-commerce is increasingly becoming popular, traditional brick and mortar stalls will still have a place in Singapore’s retail landscape. However, in order for retailers to maintain their competitiveness, they have to embrace E-Commerce and incorporate it into their future strategies. As for mall owners, they would have to evaluate their tenant mix to reflect expectations of shoppers in order to attract and retain customers.
URI: https://scholarbank.nus.edu.sg/handle/10635/220551
Appears in Collections:Bachelor's Theses

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