CONSUMERS' PATRONAGE IN "BRICKS AND CLICKS" CONCEPT IN SINGAPORE

Abstract

The proliferation of e-commerce has led to the emergence and burgeoning popularity among consumers. Customers’ hunger for comfortable environment of stores has led to their high expectations of the retail experience. It is evident that there is a rising trend of consumers’ preference for online rather than the conventional method of shopping. The goal of this study aims (1) To determine the rationale of consumer decision in retail format choices; (2) To identify the antecedents of consumer patronage behaviour in different retail formats and; (3) To determine any distinctive patronage attributes between online and non-online shoppers. This study expanded the findings of previous academic literature on the significant patronage features and perceived fit in consumers’ patronage intention for different retail formats. The objectives of the research were done through both qualitative and quantitative methods. Hypotheses were tested using survey data to examine the relationship between online and offline shoppers in terms of patronage behaviour. It was discovered that the three most influential independent variables were store attributes, price consciousness and shopping convenience, followed by other variables such as product variety, service quality and product quality. It is concluded that the factors stated might not be exhaustive as there are other factors that may have different impact on its patronage. Through the findings, apparel retailers can obtain an insight concerning how they should plan and develop their stores by integrating their offline and online store images as well as other patronage attributes in order to target their consumers. The findings of the study provided useful contributions to academic literature on the impacts of different retail format choices.