Online shopping in Singapore and its impact on shopping malls

Abstract

The proliferation of the Internet has led to the emergence and burgeoning popularity of e-commerce. It is evident that online shopping is now the rising trend in the retail scene with increasing receptivity from consumers. This study aims to investigate the rising trend of online shopping in Singapore in three areas; (1) to study the consumer behaviour of online shoppers by examining their demographic and behavioural characteristics; (2) to identify the distinctive or similar profile of online and non-online shoppers; (3) to identify the impact of online shopping on brick-and-mortar shopping malls. To meet the research objectives, a triangulation technique in the form of QUAL/QUAN sequential mixed method was adopted. Qualitative data, gathered through past research studies and in-depth interviews, highlights shoppers’ perceptions on the factors that motivate and deter online shopping as well as their views on the impact of online shopping on shopping malls. Quantitative data, generated through a survey, unveils the distinctive profile of online and non-online shoppers as well as the significance of the motivating and deterring factors of online shopping. The study found that online and non-online shoppers have some distinctive demographic and behavioural profiles. Demographic variables such as gender, age, education level and ownership of credit card/iBanking, and behvaioural variables such as convenience orientation, attitude towards the Internet and credit card/iBanking have significant impact on distinguishing online and non-online shoppers. The findings also concluded that the impact of online shopping on brick-and-mortar shopping malls remains debatable. Online shopping may be considered to be just an enhanced shopping choice for consumers presently.