Website Attractiveness, Trust, & Repeat Purchase in Singapore Fashion
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This report investigates the key drivers of repeat purchase intention within the online fashion industry in Singapore. It explores the influence of website attractiveness, including visual appeal, ease of use, interactivity, and playfulness, on consumer behavior. Furthermore, the study examines the role of website trustworthiness, encompassing trust benevolence, competence, and integrity, in fostering customer loyalty. Website identification, representing the degree to which consumers align with a website's brand identity, is also analyzed. The research employs a comprehensive methodology, including literature review, conceptual framework development, and data analysis through surveys and statistical tests. The findings contribute to understanding how these website characteristics impact repeat purchase intentions, offering valuable insights for fashion retailers seeking to enhance customer retention and drive sales in the competitive Singapore market. The report also discusses the limitations and suggests avenues for future research.
The influences of Website Attractiveness, Website Identification, and Website
Trustworthiness on Repeat Purchase Intention: Evidence from the Fashion Industry in
Singapore
Trustworthiness on Repeat Purchase Intention: Evidence from the Fashion Industry in
Singapore
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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
ii
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
ii
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
iii
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
iii
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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
iv
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
iv
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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
v
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
v
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
vi
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
vi
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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
vii
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
vii
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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
viii
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
viii
Table of Tables
Table 1: Age Wise percentage of internet users.............................................................10
Table 2: Gender...............................................................................................................47
Table 3: Age Group.........................................................................................................49
Table 4: Education level of the respondents...................................................................49
Table 5: Internet shopping experience and Use of Internet............................................50
Table 6: Monthly Income.................................................................................................50
Table 7: The Layout of the Website is attractive.............................................................51
Table 8: website is eye-catching.....................................................................................51
Table 9: The website looks very nice..............................................................................52
Table 10: The visual impact of the website is good........................................................52
Table 11: I could easily find what I required....................................................................53
Table 12: The navigation of the website is simple..........................................................54
Table 13: I had no problem in finding whatever I required..............................................54
Table 14: Interaction with Website is smooth..................................................................55
Table 15: I feel that I have the freedom to go anywhere on the website........................56
Table 16: The website is responsive...............................................................................56
Table 17: The website is fun............................................................................................57
Table 18: The website motivates customers to feel participation...................................58
Table 19: The website is entertaining..............................................................................58
Table 20: The website promotes customer excitement...................................................59
Table 21: I feel that this website puts my interest first....................................................60
ix
Table 1: Age Wise percentage of internet users.............................................................10
Table 2: Gender...............................................................................................................47
Table 3: Age Group.........................................................................................................49
Table 4: Education level of the respondents...................................................................49
Table 5: Internet shopping experience and Use of Internet............................................50
Table 6: Monthly Income.................................................................................................50
Table 7: The Layout of the Website is attractive.............................................................51
Table 8: website is eye-catching.....................................................................................51
Table 9: The website looks very nice..............................................................................52
Table 10: The visual impact of the website is good........................................................52
Table 11: I could easily find what I required....................................................................53
Table 12: The navigation of the website is simple..........................................................54
Table 13: I had no problem in finding whatever I required..............................................54
Table 14: Interaction with Website is smooth..................................................................55
Table 15: I feel that I have the freedom to go anywhere on the website........................56
Table 16: The website is responsive...............................................................................56
Table 17: The website is fun............................................................................................57
Table 18: The website motivates customers to feel participation...................................58
Table 19: The website is entertaining..............................................................................58
Table 20: The website promotes customer excitement...................................................59
Table 21: I feel that this website puts my interest first....................................................60
ix
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Table 22: This website is designed to capture and understand my need and preference
.........................................................................................................................................60
Table 23: I feel that this website is benevolent/friendly...................................................61
Table 24: This website has the functions to understand my needs and preferences.....62
Table 25: This website considers my needs/all important attributes about the
products/services I bought from this website..................................................................62
Table 26: This website has good knowledge about the products/services I bought.......62
Table 27: This website provides unbiased products/services recommendations...........63
Table 28: I consider this website to be of integrity..........................................................64
Table 29: This website is honest.....................................................................................64
Table 30: I feel strong ties with this website....................................................................66
Table 31: I experienced a strong sense of belonging as a customer of this website......66
Table 32: This website stands out from its competitors..................................................66
Table 33: I feel that I know very well what this website stands for..................................66
Table 34: I go to this website First...................................................................................67
Table 35: I intend to continue using (purchasing from) this website in the future...........68
Table 36: I expect I will continue to use (purchase from) this website in the future........68
Table 37: I will recommend that other people use (purchase from) this website............69
Table 38: I will frequently use (purchase from) this website in the future.......................69
Table 39: Reliability test for Website Attractiveness.......................................................71
Table 40: Cronbach’s alpha for Website Trustworthiness...............................................72
Table 41: Cronbach’s alpha for Website Identification....................................................72
Table 42: Item total Statistics..........................................................................................73
x
.........................................................................................................................................60
Table 23: I feel that this website is benevolent/friendly...................................................61
Table 24: This website has the functions to understand my needs and preferences.....62
Table 25: This website considers my needs/all important attributes about the
products/services I bought from this website..................................................................62
Table 26: This website has good knowledge about the products/services I bought.......62
Table 27: This website provides unbiased products/services recommendations...........63
Table 28: I consider this website to be of integrity..........................................................64
Table 29: This website is honest.....................................................................................64
Table 30: I feel strong ties with this website....................................................................66
Table 31: I experienced a strong sense of belonging as a customer of this website......66
Table 32: This website stands out from its competitors..................................................66
Table 33: I feel that I know very well what this website stands for..................................66
Table 34: I go to this website First...................................................................................67
Table 35: I intend to continue using (purchasing from) this website in the future...........68
Table 36: I expect I will continue to use (purchase from) this website in the future........68
Table 37: I will recommend that other people use (purchase from) this website............69
Table 38: I will frequently use (purchase from) this website in the future.......................69
Table 39: Reliability test for Website Attractiveness.......................................................71
Table 40: Cronbach’s alpha for Website Trustworthiness...............................................72
Table 41: Cronbach’s alpha for Website Identification....................................................72
Table 42: Item total Statistics..........................................................................................73
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Table 43: Cronbach’s alpha for Repeat Purchase Intention...........................................73
Table 44: Item Total Statistics.........................................................................................74
Table 45: Correlation for Website Attractiveness............................................................75
Table 46: Website Trustworthiness.................................................................................76
Table 47: Model Summary..............................................................................................77
Table 48: Anova Table.....................................................................................................77
Table 49: Coefficients......................................................................................................77
Table 50: Model Summary..............................................................................................78
Table 51: ANOVA Table..................................................................................................78
Table 52: Coefficients......................................................................................................78
Table 53: Model Summary..............................................................................................79
Table 54: ANOVA............................................................................................................79
Table 55: Coefficients......................................................................................................79
Table 56: Multicollinearity Analysis of Second Order Constructs...................................83
xi
Table 44: Item Total Statistics.........................................................................................74
Table 45: Correlation for Website Attractiveness............................................................75
Table 46: Website Trustworthiness.................................................................................76
Table 47: Model Summary..............................................................................................77
Table 48: Anova Table.....................................................................................................77
Table 49: Coefficients......................................................................................................77
Table 50: Model Summary..............................................................................................78
Table 51: ANOVA Table..................................................................................................78
Table 52: Coefficients......................................................................................................78
Table 53: Model Summary..............................................................................................79
Table 54: ANOVA............................................................................................................79
Table 55: Coefficients......................................................................................................79
Table 56: Multicollinearity Analysis of Second Order Constructs...................................83
xi
CHAPTER ONE: INTRODUCTION
1.1 Introduction:
The present chapter presents a complete overview of the study. The chapter
provides an identification of the factors that influence repeat purchase intention of a
customer in the fashion industry at Singapore. The research objective and questions
under study and also the methodology used to assess the factors in repeat purchase
intention. In the last few decades, with considerable increase in the internet usage by
the population of the country as a whole, the usage of the online websites for different
purposes in the daily activities have also increased substantially, which primarily
includes shopping for different products and services. The fashion industry of Singapore
is no exception to these trends. Over the last decades, the trend of online shopping in
the fashion industry in Singapore has increased considerably. Keeping this into
consideration, the concerned research aims in observing the impacts of different
factors, primarily website trustworthiness, website attractiveness, website identification
and similar factors in the repeat purchase behaviour of the consumers in the online
fashion shopping industry of Singapore.
1.2 Background of the study:
Although the phenomenon of online shopping has been existent in the socio-
economic framework across the globe, however, the phenomenon is comparatively new
in the fashion industry. Marketing of products (fashion) through websites is a new
business practice. This is particularly because, when it comes to buying clothes and
accessories, people generally prefer in trying and buying from the conventional stores.
However, with the technological innovations and facilities to virtually try outfits and
accessories, the customers in the fashion industry has started indulging more in
shopping from the online websites. The big international brands, seeing the prospects of
online marketing of their products have also started operating in this domain with their
dedicated websites, mobile applications as well as through tie ups with different online
marketing sites. The success of retailing of the products depends on customer loyalty.
1.1 Introduction:
The present chapter presents a complete overview of the study. The chapter
provides an identification of the factors that influence repeat purchase intention of a
customer in the fashion industry at Singapore. The research objective and questions
under study and also the methodology used to assess the factors in repeat purchase
intention. In the last few decades, with considerable increase in the internet usage by
the population of the country as a whole, the usage of the online websites for different
purposes in the daily activities have also increased substantially, which primarily
includes shopping for different products and services. The fashion industry of Singapore
is no exception to these trends. Over the last decades, the trend of online shopping in
the fashion industry in Singapore has increased considerably. Keeping this into
consideration, the concerned research aims in observing the impacts of different
factors, primarily website trustworthiness, website attractiveness, website identification
and similar factors in the repeat purchase behaviour of the consumers in the online
fashion shopping industry of Singapore.
1.2 Background of the study:
Although the phenomenon of online shopping has been existent in the socio-
economic framework across the globe, however, the phenomenon is comparatively new
in the fashion industry. Marketing of products (fashion) through websites is a new
business practice. This is particularly because, when it comes to buying clothes and
accessories, people generally prefer in trying and buying from the conventional stores.
However, with the technological innovations and facilities to virtually try outfits and
accessories, the customers in the fashion industry has started indulging more in
shopping from the online websites. The big international brands, seeing the prospects of
online marketing of their products have also started operating in this domain with their
dedicated websites, mobile applications as well as through tie ups with different online
marketing sites. The success of retailing of the products depends on customer loyalty.
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