Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/222947
Title: FACTORS INFLUENCING SHOPPING EXPERIENCE IN A MALL AND STREET
Authors: WONG SHIMIN SHIRLYN
Keywords: Real Estate
Zhu Jieming
2010/2011 RE
Issue Date: 18-Apr-2011
Citation: WONG SHIMIN SHIRLYN (2011-04-18). FACTORS INFLUENCING SHOPPING EXPERIENCE IN A MALL AND STREET. ScholarBank@NUS Repository.
Abstract: Different forms of retailing exist in the Singapore retail market today and they range from the streets and the neighbourhood shops to the shopping malls and online shopping which is rising in popularity. With societal progress, the activity of shopping is not confined to just buying a product but rather to get a wholesome shopping experience. Thus, this study aims to analyse how urban form affects the retail experience of shoppers by identifying the underlying factors that influence shopping experience in two retail settings, namely a shopping mall and a street. In particular, 313@somerset and Haji Lane will be studied. Analysis utilizes a triangulation of methods which includes qualitative and quantitative approaches. The qualitative approach entails in-depth interviews to explore possible factors that influence shopping experience at each location. In turn, the qualitative data obtained will be used to formulate a survey questionnaire to collect quantitative data from 300 respondents (150 for each location). The questionnaire serves to quantify the importance of a list of twenty-four attributes. Interpretation of the quantitative data will be done using t-tests, one-way ANOVA and factor analysis. T-tests and one-way ANOVA are conducted to analyse the effect of gender, age and income on the various attribute scores. Finally, factor analysis identified the underlying factors influencing shopping experience at both locations by condensing the list of 24 attributes to 2 and 5 main factors, for 313@somerset and Haji Lane respectively. The different composition of factors for each retail setting reflects that shoppers value attributes differently between a shopping mall and a shopping street.  
URI: https://scholarbank.nus.edu.sg/handle/10635/222947
Appears in Collections:Bachelor's Theses

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