Economic and Commercial Traits of Singapore

The influences of Website Attractiveness, Website Identification, and Website
Trustworthiness on Repeat Purchase Intention: Evidence from the Fashion Industry in
Singapore

Table of Contents
CHAPTER ONE: INTRODUCTION...................................................................................1
1.1 Introduction:.................................................................................................................1
1.2 Background of the study:.............................................................................................1
1.3 Relevance of the topic:................................................................................................3
1.4 Research aims and objectives:....................................................................................4
1.4.1 Aims of the study:..................................................................................................4
1.4.2 Problem statement:...............................................................................................4
1.4.3 Objectives of the study:.........................................................................................4
1.5 Research questions:....................................................................................................5
1.6 Research methodology:...............................................................................................6
1.7 Rationale of the study:.................................................................................................6
1.8 Structure of the study:..................................................................................................7
1.10 Limitations of the study:.............................................................................................7
CHAPTER TWO: LITERATURE REVIEW........................................................................8
2.1 Introduction..................................................................................................................8
2.2 Online shopping: Fashion industry in Singapore.........................................................8
2.2.1 E-Commerce: Evolution of online shopping.............................................................8
2.2.2 Reasons behind increase in online shopping activities..........................................11
2.2.3 Economic and Commercial Traits of Singapore.....................................................13
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2.2.4 Internet Usage in Singapore...................................................................................14
2.2.5 E-Commerce and online shopping in Singapore....................................................15
2.2.6 Characteristics of the online buyers in Singapore..................................................17
2.2.7Online fashion shopping in Singapore.....................................................................19
2.3Social Identity Theory.................................................................................................22
2.3.1 Theoretical Framework.......................................................................................22
2.3.2 Relevance of Social Identity Theory in purchasing behavior in online shopping
industry.........................................................................................................................24
2.4Social Identity Theory and Customer Loyalty.............................................................25
2.5 Crucial Study Variables.............................................................................................26
2.5.1 Website Attractiveness.......................................................................................26
2.5.2 Website Trustworthiness.....................................................................................28
2.5.3 Website Identification..........................................................................................29
2.5.4 Repeat Purchase Intensions...............................................................................30
2.6 Conceptual Framework.............................................................................................30
2.7 Conclusion.................................................................................................................31
CHAPTER THREE: RESEARCH METHODOLOGY......................................................33
3.1 Introduction................................................................................................................33
3.2 Problem Statement....................................................................................................33
3.3 Research Design.......................................................................................................34
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3.4 Research Philosophy.................................................................................................35
3.5 Research Approach...................................................................................................37
3.6 Research Method and the Questionnaire Development...........................................39
3.7 Sampling Approach...................................................................................................42
3.8 Data Analyses............................................................................................................44
3.8.1 Pre-test................................................................................................................44
3.8.2 Pilot Test.............................................................................................................44
3.8.3 Field Test............................................................................................................44
3.9 Data Analysis.............................................................................................................45
3.10 Ethical considerations..............................................................................................47
3.11 Research Implications.............................................................................................48
3.12 Research Limitations...............................................................................................48
3.13 Chapter Summary....................................................................................................48
CHAPTER FOUR: DATA DESCRIPTION.......................................................................50
4.1 Introduction................................................................................................................50
4.2 Socio-demographic profile.........................................................................................50
4.3 Website Attractiveness..............................................................................................53
4.3.1 Visual Appeal......................................................................................................53
4.3.2 Ease of Use.........................................................................................................56
4.3.3 Interactivity..........................................................................................................58
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4.3.4 Playfulness..........................................................................................................60
4.4 Website Trustworthiness...........................................................................................62
4.4. Trust Benevolence................................................................................................63
4.5. Trust Competence................................................................................................64
4.6. Trust Integrity........................................................................................................66
4.5 Website Identification................................................................................................68
4.6 Repeat Purchase Intention........................................................................................70
CHAPTER FIVE: DATA ANALYSIS................................................................................73
5.1 Introduction................................................................................................................73
5.2 Reliability test.............................................................................................................73
5.2.1 Website Attractiveness.......................................................................................74
5.2.2 Website Trustworthiness.....................................................................................75
5.2.3 Website Identification..........................................................................................75
5.2.4 Repeat Purchase Intention.................................................................................76
5.3 Correlation Analysis...................................................................................................78
5.4 Relationship Analysis................................................................................................79
5.4.1 WA to RPI...........................................................................................................80
5.4.2 WI to RPI.............................................................................................................81
5.4.3 WT to RPI............................................................................................................82
5.5 Assumptions..............................................................................................................83
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5.5.1 Normality.............................................................................................................83
5.5.2 Linearity...............................................................................................................85
5.5.3 Multi-collinearity..................................................................................................86
5.5.4 Homoscedasticity................................................................................................87
CHAPTER SIX: CONCLUSION AND RECOMMENDATION..........................................88
6.1 Introduction................................................................................................................88
6.2 Conclusion.................................................................................................................88
6.3 Recommendation.......................................................................................................90
6.4 Limitation of Study.....................................................................................................90
6.5 Future Research........................................................................................................91
References.......................................................................................................................92
APPENDIX A: Questionnaire.........................................................................................102
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Table of Figures
Figure 1: Increase in mobile commerce as a share of total online retail.........................11
Figure 2: Influence of customer reviews on online purchase decisions..........................12
Figure 3: Increase in the number of internet users in Singapore (1995-2018)...............14
Figure 4: Age wise distribution of internet users in Singapore........................................15
Figure 5: Increase in the number of online shoppers in Singapore over the years........16
Figure 6: E-commerce users in Singapore (By age group and by gender)....................17
Figure 7: Industry wise E-commerce revenue of Singapore over the years...................18
Figure 8: Different types of retailing in the fashion industry of Singapore......................20
Figure 9: Different steps in the Social Identity Theory Framework.................................22
Figure 10: Conceptual Framework..................................................................................31
Figure 11: Three types of Research Design....................................................................34
Figure 12: Types of Research Philosophies....................................................................36
Figure 13: Two types of Research Techniques...............................................................37
Figure 14: Types of research approaches.......................................................................38
Figure 15: Visual Appeal..................................................................................................53
Figure 16: Ease of Use....................................................................................................55
Figure 17: Interactivity.....................................................................................................57
Figure 18: Playfulness.....................................................................................................59
Figure 19: Trust Benevolence.........................................................................................61
Figure 20: Trust Competence..........................................................................................63
Figure 21: Trust Integrity..................................................................................................64
Figure 22: Website Identification.....................................................................................67
Figure 23: Repeat Purchase Intention.............................................................................69
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Figure 24: P-P for Website Attractiveness......................................................................80
Figure 25: P-P plot for Website Trustworthiness.............................................................81
Figure 26: Residual plot for Website Attractiveness.......................................................82
Figure 27: Residual plot for Website Trustworthiness.....................................................83
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