SHOPPERS' PERCEPTION ON USING LRT AS TRAVEL MODE TO SHOP AT TEN MILES JUNCTION

Abstract

Adam Smith's laissez faire ideology behind the retail decentralization policies sparked off myriads detrimental environmental, social and economic effects which, in turn, induced the interventionist policies in many countries. Amongst these is the provision of wider choices and better quality public transport mode to existing retail developments in the suburban and decentralized areas. Singapore, led by the LTA, envisaged an integrated public transport network of complex linkages between different modes of public transport. In 1999, the Light Rail Transit was added in as the latest member in hope of achieving a "world class land transport system". Amidst this new revolutionized concept was the radical integration of retail and LRT travel in Ten Miles Junction (TMJ) mall. This mall aims at allowing a seamless LRT travel to the shopping mall with an "off platform" shopping experience. However, through these years, the mall failed to take flight from its initial hyped opening. In view of this phenomena, this study attempts to evaluate the significance of LRT attributes in shoppers' choice of shopping centre. By examining the shoppers' perception of the LRT travel to TMJ, this empirical study seeks out the important component that deters shoppers to use LRT as a travel means to shop in TMJ.