Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/222296
Title: THE IMPACT OF E-COMMERCE ON SINGAPORE CHANGI AIRPORT
Authors: WANG MENG
Keywords: Real Estate
RE
Wong Khei Mie Grace
2013/2014 RE
Issue Date: 26-Nov-2013
Citation: WANG MENG (2013-11-26). THE IMPACT OF E-COMMERCE ON SINGAPORE CHANGI AIRPORT. ScholarBank@NUS Repository.
Abstract: The emerging e-commerce has cast a shadow on both downtown shopping malls and retailers globally in recent years. Airport retail is a form of retailing that should be concerned about the escalating trend. For Changi Airport, expansion of e-commerce would hinder its continuous growth and its aim of keeping aeronautical charges low. Many researchers have investigated the current status of e-commerce, its advantages and differences from brick-and-mortar retailing. Some studies have also revealed the unique characteristics and motivations for airport retailing. However, few have studied the relationship between e-commerce and airport retailing. As such, this study seeks to analyze and evaluate the impact of e-commerce on Singapore Changi Airport. In-depth interviews were conducted with eight experts from Changi Airport management, airport consultants and Changi Airport concessionaires, and 210 surveys carried out with passengers in the transit areas of all three terminals in Changi Airport. It was found that e-commerce has limited impact on Changi Airport commercial retail segment in the short term due to slightly differentiated target market. Certain categories of retail offerings in Changi Airport are at a greater risk of shrinking than others. As such, the potential impact of e-commerce on Changi Airport retail in the mid to long-term should not be underestimated. The e-commerce penetration among Changi passengers was found to be at worrying levels given that a significant proportion of them use the Internet for their shopping indulgences. Unsurprisingly, the younger generation was found to be the most welcoming to online purchases. With the continued advancement in e-commerce, Changi Airport’s retail sales could be threatened severely. To mitigate any impending threat, there is a crucial need to closely monitor the changes in the purchasing preference of passengers, particularly those who buy online, while continuing to maintain its physical scale of retail offerings, promote exquisite and differentiating its product categories. Continuous improvement is required for their marketing campaign, and most importantly expanding its online presence.
URI: https://scholarbank.nus.edu.sg/handle/10635/222296
Appears in Collections:Bachelor's Theses

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