Website Attractiveness, Trust, & Repeat Purchase in Singapore Fashion

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

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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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
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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
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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
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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.

This is primarily because brand loyal customers not only tend to buy repeatedly from
their preferred brands but also tend to contribute to the goodwill and reputations of the
company by their positive feedbacks and words of mouth, which in turn increases the
profitability, clientele, revenue generation and long term sustainability in the market.
Customer loyalty can be measured with the repeat purchase intention (King et al.,
2016). The ease of purchase through a website with the click of a mouse enables the
customer to choose between different websites. This easy availability of greater variety
of options from all parts of the world and the faster interfaces and facilities to compare
between different products contributes in increasing the competition among the different
online shopping websites in the global scenario. However, retailers would like to retain
customers for their own benefits. Retaining of customers entails that repeat purchase
intention of the customer.
The repeat purchase intention of a customer can be estimated through the social
identity theory. According to the social identity, theory customers tend to identify
themselves with social groups to which they belong. Consumers incline themselves with
organizations that represent their characteristics (Lee and Yurchisin, 2011). Hence,
consumers are liable to purchase fashion clothing through which they can identify
themselves. This is expected to have considerable implications on the repeat purchase
intentions of the customers in the fashion industry, as they would tend to buy more from
those online fashion stores, with whose collection they can identify themselves and their
characteristics. Further purchases from the retailers are possible when the
characteristics of the fashion styles represent the social identity of the consumer.
However, the repeat purchase of fashion clothing depends on attractiveness and
trustworthiness of the website.
A visually attractive website with the functionality of ease of use and having
interactive features adds in attracting more customers. Similarly, the integrity and
competence of the e-commerce website display its trustworthiness. The identification
features of a website together with its attractiveness and trustworthiness are essential
features that are necessary for the repeat purchase intention of the customer.
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The purpose of the present research is to assess the impacts of website
attractiveness, website identification and website trustworthiness towards the repeat
purchase intention of customers in the fashion industry of Singapore.
1.3 Relevance of the topic:
The clothing market in Singapore has shown a steady growth from 2011 to 2018.
In 2011 the clothing market was $3.2b while in 2018 it stood at $6.3b (Statista1, 2018).
Further, in addition to international brands, there has been a trend by local brands also
to have websites to market their products. The people in the country have been known
to be specifically fashion, brand conscious, and trendsetters in the global fashion
scenario. Along with the incredible creations of the domestic designers, famous for their
intricate embroideries, the popularity of the different international brands like Gucci,
Dolce & Gabanna, Prada, Valentino and others have also been increasing in the
country, which can be specifically attributed to the increasing global exposure of the
country and expansion of usage of internet. Events like Singapore Fashion Festival and
Fashion Week have also contributed in increasing the exposure of the fashion industry
in the country, encouraging the fashion minded population to indulge in shopping even
more. This has also provided the customer a choice between international and local
fashion ware.
The repeat purchase intention of a customer is dependent on the attractiveness,
trustworthiness and identification of the website of the fashion retailer. A visually
attractive website with easy to use features would attract more customers. Similarly, the
website should be trustworthy since the customer provides financial information that is
confidential during transaction processes. With the growth in internet, fashion labels
prefer to retail their products through websites. on the other hand, customers tend to
identify themselves with the fashion labels. Hence, the repeat purchase intention of a
customer can be identified on the basis his penchant for the specific fashion label and
thus intention to repurchase from the same website.
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1.4 Research aims and objectives:
1.4.1 Aims of the study:
The aim of the study is to identify factors which influences Website
Attractiveness, Website Identification, and Website Trustworthiness on Repeat
Purchase Intention from the Fashion Industry in Singapore
1.4.2 Problem statement:
The primary interface of the e-commerce industry and customers is its website.
The fashion industry is confronted with the challenge to attract its customers repeatedly.
The survival of the online fashion industry is dependent on the repeat purchase
intention of its customers. However, the repeat purchase intention of a customer is
based on the attractiveness and trustworthiness of a website.However, the
attractiveness of the website is further dependent on the visual attractiveness, ease of
use and interactivity of the website. Further, the trustworthiness of a website is reliant
on the benevolence, competence and integrity of the website(Molla-Descals et al.,
2014). In addition, the product attractiveness of the products of the website is
dependent on the quality and price of the products of the website. Furthermore, the
service attractiveness of a website is reliant on the reliability of the website and its
customer service.
The website of the fashion industry is relying on the attractiveness its website,
product and services. In addition, the website also relies on the trustworthiness of the
website. The fashion industry is very much dependent on the repeat purchase intention
by its customers. Hence, the industry is in search of factors that influences the repeat
purchase intention (Jones& Kim, 2010).
Through the present study, the fashion industry at Singapore investigates the
impact of website identification, attractiveness and trustworthiness on the repeat
purchase intention.
1.4.3 Objectives of the study:
The study objectives include:
4

o To examine the social identity theory in the online e-commerce fashion
industry environment. This is specifically considered in the concerned
research because the general shopping behaviour of the consumers of
any industry tends to be related with their social identities. This is because
the customers generally tend to perceive their identity to be linked to the
social groups in which they belong and the characteristics of the same.
This in turn influences their daily behaviours which also include their
shopping behaviours. Keeping this into consider the research intends to
study the impacts of the social identity of the customers in their online
shopping behaviour, using the theoretical framework of the social identity
theory
o To identify and discuss the relevant theories and conceptual frameworks
related to the concerned study
o To conduct surveys with the residents of Singapore, specifically those who
shop regularly from the online fashion markets, in order to explore the
different factors, present in the aspects of purchasing behaviour and
repeat purchasing intensions of the customers in the country
o To theoretically and empirically establish the association between (1)
website attractiveness and repeat purchase intention (2) website
identification and repeat purchase intention and (3) website
trustworthiness and repeat purchase intention
1.5 Research questions:
For the present study, there are three research questions:
 Does website attractiveness have a positive influence on repeat purchase
intention?
 Does website identification have a positive influence on repeat purchase
intention?
 Does website trustworthiness have a positive influence on repeat
purchase intention?
5

1.6 Research methodology:
In order to investigate the impacts of website attractiveness, website identification,
and website trustworthiness on repeat purchase intention in the fashion industry at
Singapore, the quantitative research methodology using the explanatory approach is
found to be suitable. A survey questionnaire will be applied to gather the data from a
targeted 150 customers who make online clothing purchases from the fashion retailer
websites at least three times in a year. The survey questionnaire is divided into two
sections. The first section would study the socio-demographic profile of the customers.
This section is specifically taken into consideration in order to observe and analyse the
differences (if any) of the impacts of the considered factors on the repeat purchase
intensions of the customers, which occur due to the variance in the characteristics and
purchase behaviours of the population according to their different socio-demographic
profile. The second section would investigate the three independent factors: website
attractiveness, website identification, and website trustworthiness on one dependent
variable that is repeat purchase intention. Overall, a deductive approach will be used to
analyse and interpret the data using the Statistical Package for Social Sciences (SPSS).
Frequency and percentages will be computed that will offer the distribution mix of the
socio-demographic profile of the respondents who participated in this study. Pearson
Product Moment Correlation, multiple regression analysis will be performed that will
offer the hypotheses test results.
1.7 Rationale of the study:
The repeat purchase intention of a customer reflects the willingness of the
customer to come back to the website to purchase more fashion clothing. This also
reflects the website’s attractiveness, website’s identification and website’s
trustworthiness. The outcome of the study would be beneficial for the fashion industry
which depends on its website for marketing its products. The outcome would provide
information to the fashion industry on methods to improve the attractiveness of the
website. Moreover, the website identification can also be developed from the analysis of
the results of the present research. From the inference of the present work cost-
6

effective website can be developed. In addition, methods on enhancing sales through
website and repeat purchase intention of the customers can be assumed.
1.8 Structure of the study:
In order to assess the study, the dissertation has been divided into five sections.
The first section introduces the subject of the study and provides the aims and
objectives of the work. The preamble to the work is set through the formulation of the
problem statement and research questions. An analysis of previous work done by
researchers is undertaken in the second chapter. The conceptual model for the study is
developed from the study of previous works. The third chapter discusses the
methodology to be used in the research work. The design, philosophy of the study to be
used in the next chapter is also explained in this section. The fourth chapter presents
the description of the data. The fifth chapter presents an analysis of the collected survey
data. In the sixth and final chapter we present the findings of the study and relate the
findings to the objectives as well as previous research work. We also provide a brief
plan for future research work.
1.10 Limitations of the study:
The present study suffers from several limitations. First, this study was based on
customers’ perceptions in the Singapore fashion industry. Therefore, there may be a
lack of generalisability to other online fashion retailers in other countries. Second, a
closed ended survey questionnaire was used. Henceforth, a parsimonious approach
was undertaken, which means variables other than website attractiveness, website
identification and website trustworthiness were not investigated. Third, due to this study
is based on a one-man researcher effort and in view of the time constraint; this study
did not conduct an in-depth examination that would enable to further explore other
consumer perceptions crucial for the fashion industry. A qualitative research approach
was not performed in this study.
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CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction
Consumer behavior and the relation of the same with marketing aspects have
changed considerably over the years, with changes in the customer preferences as well
as the innovations in technology in the global framework. There exists substantial
literary evidences and empirically supported scholarly works in these aspects, which try
to discuss about the various factors affecting the customer’s behavior and their loyalty
to the goods and service providers. Keeping this into consideration, this section of the
paper tries to conduct an extensive review of the existing literary evidences,
emphasizing on the factors, which have implications on the customer loyalty when it
comes to shopping from online websites, with particular emphasis on the fashion
industry related online shopping activities in Singapore.
2.2 Online shopping: Fashion industry in Singapore
2.2.1 E-Commerce: Evolution of online shopping
The contemporary phenomenon of online shopping can be categorized under the
broad domain of E-commerce. Many scholars have tried to provide definitions of the
term “E-commerce”, from various perspectives. However, the most comprehensible and
inclusive explanation of the term is given by Khurana (2018). According to the scholar,
the term “E-Commerce”, an abbreviation of “Electronic Commerce”, broadly indicates
towards the activities of facilitating or transacting businesses on the internet platform.
Khurana (2018), asserts that although any commercial activity taking place through this
8

platform can be categorized under E-Commerce, the term broadly revolve around
buying and selling goods and services online, which is popularly referred to as online
shopping.
The growing significance of online shopping, in the global framework, in the
recent times, have been highlighted by Sorescu et al. (2011), who portrays the same as
one of the primary innovations in the global business models, especially the retail
business models. Their assertions are supported by the extensive works of Wan,
Nakayama & Sutcliffe (2012), who tracks down the initiation of the phenomenon of
online shopping to as early as in 1994, with the growing popularity of the World Web
and with the invention and operations of Mosaic, the first multimedia browser. With the
help of empirical evidences, they show that online shopping is equally popular among
all age groups of the societies, barring few exceptions where the popularity is
considerably high. Their observations can be presented in the form of a table:
9

Table 1: Age Wise percentage of internet users
Age Group of Internet Users Percentage using internet for online shopping
Teenagers 38%
33-44 years 80%
18-32 years 71%
64-72 years 56%
73 and older 47%
(Source: Wan, Nakayama & Sutcliffe, 2012)
Yang & Kim (2012), attributes this increase in the customers’ inclination to online
shopping activities over the years, in the international scenario, to the advent and
increasing usage of smart mobile phones, which with their mobility and ease of usage,
makes shopping an anytime and fun activity. Many empirical evidences support their
arguments across the globe, which shows the direct linkage between increase in the
number of smart phone users and the increase in the online shopping activities across
the world, as can be seen from the following figure:
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Figure 1: Increase in mobile commerce as a share of total online retail
(Source: Simplify360, 2018)
2.2.2 Reasons behind increase in online shopping activities
Keeping the increasing online shopping activities into consideration, Jiang, Yang
& Jun (2013), in their paper tries to analyze the key conveniences of online shopping,
from the perspectives of the customers, which increases the popularity of online
shopping over the conventional methods of shopping from stores. The findings of the
authors, supported by other literary evidences can be summarized as follows.
Access- As per the assertions of the authors, the primary aspect of convenience
of online shopping, according to the perception of the customers, is greater access to
commodities and services, which they enjoy in the former way of shopping. This
argument put forward by the authors is augmented by the arguments of Park & Kim
11

(2008), who in their paper, try to discuss about the aspects of customer satisfaction
from online website shopping and the factors related to the same.
Search- Jiang, Yang & Jun (2013), also puts forward the scope of wider searching of
the products, their specifications and other features and comparison of different
substitutes of the same in the online shopping portals, which also counts as one of the
primary benefits online shopping according to the perceptions of the customers.
Product Evaluation- One of the primary factors, which contributes positively to the
increasing popularity, as, can be seen from the findings of Moshrefjavadi et al. (2012) is
the scope of evaluation of the products or services before they are actually bought by
the customers. This is supported by the evidences collected from different customer
groups in different surveys, which can be seen from the following figure:
Figure 2: Influence of customer reviews on online purchase decisions
(Source: Gesenhues & Gesenhues, 2018)
As can be seen from the above figure, based on the perceptions of the
customers, the purchase decisions of goods and services highly depend on the reviews
12

and word of mouths regarding the same, which can be easily and in a more transparent
manner, observed in the online shopping websites.
Transaction and affordability- The assertions of Jiang, Yang & Jun (2013) are also
supported by different articles which points towards the aspects of easier transaction
processes and higher affordability issues in case of online shopping (Telegraph.co.uk,
2018).
There are many other reasons behind the consistently increasing popularity of
the online websites and behind why the same are taking over the conventional offline
methods of shopping, which together have contributed positively in becoming one of the
mainstream methods of shopping across the world.
2.2.3 Economic and Commercial Traits of Singapore
Siddiqui (2010), in his esteemed literary works, specifically on the economic
growth of Singapore and the underlying factors, attributes much of the economic
success of the country to the robust development of industries and commercial scenario
over the last forty five years. Lim (2016), who also puts forward several vital
characteristics features of the commercial sector of the country, supports the arguments
put forward by the authors.
One of the primary characteristics of the industrial and business sector of the
country contributes in making its growth pattern impressive and unique from almost all
the other parts of the world. This is extremely innovative mindsets of the entrepreneurs
as well as the acceptance of changes in the overall lifestyle of the population of the
country as a whole (Anwar& Sam, 2008).
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2.2.4 Internet Usage in Singapore
Internet can be considered to be one such technological innovation of immense
implications on the personal as well as on the professional behavior of the people
residing in the country.
Figure 3: Increase in the number of internet users in Singapore (1995-2018)
(Source: Tradingeconomics.com, 2018)
From the above figure it is evident that over the years the number of internet
users in Singapore has increased significantly, with the increase gaining a huge impetus
post 2006. The population of the interne users can be classified on the basis of age as
follows:
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Figure 4: Age wise distribution of internet users in Singapore
(Source: Statista.com, 2018)
It can be concluded from the above figure that the percentage of internet users in
the country, in the current period, is more or less evenly distributed among all the age
groups, barring the extreme young and the extreme old ones. These impressive
statistics of internet usage in the country, makes the increasing expansion of e-
commerce industry in Singapore highly probable.
2.2.5 E-Commerce and online shopping in Singapore
The E-commerce industry has been becoming increasingly important industry in
the economy of Singapore, as is highlighted by Teo, Lin& Lai (2009). The authors,
taking the TOE framework of business into consideration, show that online marketing,
as revenue increasing and production augmenting technology, has been increasingly
15

incorporated in the commercial operations of the local businesses of Singapore, which
shows the increase in the supply side dynamics of the e-commerce industry of the
country over the last few decades.
The E-commerce market of Singapore, in the current period has a valuation of
almost 4131 million USD (2016) with the projected growth rate of the market valuation
being 12% in the coming years (Eshopworld.com, 2018). The number of users in the E-
commerce market in the recent period is as high as 3.12 million. However, the market
shows further expansionary traits with additional 998,000 users being expected to join
the club of online shoppers in the country by 2021.
Figure 5: Increase in the number of online shoppers in Singapore over the years
(Source: Eshopworld.com, 2018)
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According to TO (2011), the digital buyer penetration in the country is still not
higher than 62%, which directly implies towards further increased scopes of expansion
of the e-commerce industry as the same is far from becoming saturated. The author
also highlights in his findings that the current average amount spent by the online
buyers of Singapore is approximately 1,390 USD which is expected to increase to 1665
USD by 2020.
2.2.6 Characteristics of the online buyers in Singapore
The population of the country, falling in the group of E-commerce users, when
distributed across different age groups and genders show the following trends:
Figure 6: E-commerce users in Singapore (By age group and by gender)
(Source: Eshopworld.com, 2018)
17

As is evident from the above figure, the online buyers of the country, mainly falls
under the age group of 25-44 years with the little less percentage in the age groups of
45 and above and 24 and below (Hock& Weil, 2012). However, when seen from the
perspective of distribution across the different genders, the population of e-commerce
users in Singapore shows a more or less equal share of percentages, in all the
corresponding age groups.
The e-commerce market of the country consists of goods and services of various
types, including daily necessities, luxuries as well as commodities for entertainment.
The primary components of the consumption basket of the online shopping market of
the country and the dynamics in the same over the years can be seen from the following
figure:
Figure 7: Industry wise E-commerce revenue of Singapore over the years
(Source: Eshopworld.com, 2018)
18

The above figure, showing the sector wise dynamics in the revenue earned in the
e-commerce industry, indicates towards an increase in almost all the primary
components of the consumption bundle of the customers of Singapore, barring that of
the food and personal care sector, which is not expected to have considerable
expansion in the coming years. However, of the most notable ones, with high
probabilities of expansion in the coming years and also with a considerable share in the
present scenario, the fashion industry of the country is found to exist.
2.2.7Online fashion shopping in Singapore
As is evident from the above figure, the fashion industry and the commodities
and services included in the same, has been increasingly becoming one of the primary
sectors of demand in the online shopping dynamics of the country. There have been
many reasons cited by the existing literary works regarding the same. Yeung&
Ang(2016), in their working paper elaborates efficiently about the causal factors behind
the increasing expansion of the online fashion shopping in the country.
Yeung& Ang (2016), attributes the increase in the demand side as well as the
supply side dynamics in the online fashion market of Singapore to the increasing
predominance of the phenomenon which is known as the “Blogshop”. The term
“Blogshop”, coming into existence only in the recent times, is defined by Fletcher&
Greenhill (2009), as one of the newest and most unconventional forms of retailing and
marketing which are adopted by the internet users to buy and sell their commodities or
services, with the help of different websites or blogs. The authors further characterizes
blogshops as a type of virtual boutique, which try to provide a hugely varied as well as
19

affordable means of shopping to the customers, with the usage of the information and
communication technological platforms.
Taking the notion of blogshops into account, Yeung & Ang (2016), also try to
distinguish between the different forms of retailing and marketing in their article, in the
fashion industry of the country, which can be seen from the following figure:
Figure 8: Different types of retailing in the fashion industry of Singapore
(Source: Yeung & Ang, 2016)
As is evident from the above figure, the blogshops are highly different from their
more conventional counterparts and mostly operate under less restrictions and informal
environment, each having their personal traits and business styles, mostly run by new
entrepreneurs with fresh and unconventional ideas. The phenomenon of increasing
operations of blogshops in Singapore, is confirmed by a substantial amount of literary
evidences of which the most comprehensive and detailed argument is put forward by
Lim, Diaz& Dash (2013). The author argues that blogshop, as an alternative form of
20

online shopping has sprung up in the economies of mostly Southeast Asian countries
like Singapore and Malaysia, especially in the domain of fashion and lifestyle industries.
Facilitated by blogging software like Blogger, Tumblr and Word Press, this small scale,
unique and independent fashion shops or e-boutiques have been increasingly becoming
a significant aspect in the e-commerce scenario of Singapore and as per the assertions
of the authors, the fashion scenes and trends of the country are considerably influenced
by these online shopping websites. However, the authors also highlight the lack of
sufficient literary research and discussions about this rising phenomenon in the e-
commerce industry in the global scenario.
The nature of these blogshops and their implications in the online fashion
shopping habits of the residents of Singapore are discussed in details in the works of
Abidin (2017). According to the author, the blogshops started as small household based
interned businesses, particularly characterized by low cost of startup, venturing primarily
in the apparel and accessory industry, especially for women. The same, has over the
years transformed into online sites used by women models and internet celebrities to
sell their fashion products, with the help of the rising usage of different social media
platforms. According to Abidin (2013), there are several factors with the help of which
the online social media users set up business relations with their potential buyers.
These factors visibly different from the working factors in conventional high street
shops, are mainly the commercial intimacies, persona intimacy and value co-creation,
which also have considerable impact on the purchasing trend and repeat purchase
patterns of the clients. These are analyzed with the help of the relevant theoretical
framework, discussed below with the help of the literatures present.
21

2.3Social Identity Theory
2.3.1 Theoretical Framework
The above assertions of the presence of factors like persona intimacy,
commercial intimacy and value creation, in the fashion industry e-commerce of
Singapore, can be to a considerable extent, discussed in the light of the Social Identity
Theory, one of the most popularly used theoretical framework, in the aspects of human
behavior and personal as well as professional decision making process.
Figure 9: Different steps in the Social Identity Theory Framework
(Source: Age-of-the-sage.org, 2018)
22

Proposed by Tajfel and Turner in 1979, the Social Identity Theory suggests that
an individual perceives his or her concept of “Self” partially from the characteristics and
behavior of the social group or cluster to which he or she belongs (Tajfel, 2010). These
social groups usually refer to the family, society, country, neighborhood or any specific
ideological groups to which the individual belongs intentionally or inherently by the virtue
of his or her predecessors. According to the theory there remain three primary steps in
which this self identification of an individual as a part or as not a part of a social group
takes place, which can be shown with the help of the above figure:
Hornsey (2008) elaborates the different stages under the theoretical framework,
which are as follows:
Social Categorization- In this preliminary stage, an individual tries to identify his or
some other individual’s features and differentiate them in different social groups, based
on characteristics like race, ethnicity, profession or other personal attributes. This in turn
helps the individual to get an idea about the rights and wrongs of his behavior and of
other people’s behavior, thereby creating categorizations of himself as well as of others.
Social Identification- As one successfully categorizes himself in one or more social
groups, he tries to behave according to the norms of the same and the individual
develops emotional and ordinal linkages with the group, thereby making his or her own
self-esteem subjective to the group itself (Lam et al., 2010).
Social Comparison-Hogg (2016) puts forward the third stage of the social identity
theory, in which the individuals compare themselves or their groups against other group
23

members, thereby inherently favoring their own group and group members over the
other group members in terms of their behaviors and activities.
Wenzel, Mummendey& Waldzus (2008), keeping into consideration the different
aspects involved in the social identity theory, puts forward the phenomenon of
intergroup comparisons, which comes in the behavior of an individual as a result of the
social categorization, identification and comparison. As the authors suggest, in the
process of distinguishing one ’s self or own social group from another, the individuals
often tend to favor the in-group members intentionally as well as unintentionally over the
out-group ones.
The social identity theory as discussed above, is found to be relevant to the
concerned study. This is primarily because the affinity of a customer to a shopping
website is expected to depend on how the customers identifies the website and relates
it with his or her personal entity. This is discussed with the help of the existing
literatures, in the following section.
2.3.2 Relevance of Social Identity Theory in purchasing behavior in online
shopping industry
Shiau & Luo (2012), in their paper, argue that much of the customers’ purchasing
behavior as well as repeat purchase intentions, especially in case of online shopping
activities, depend on how well they identify themselves with the shopping websites and
also on how the websites are categorized by the customers. This in turn brings the
crucial indicator of customer’s repeat purchase activity, the loyalty of the customers to
24

the websites in light, which in context of the social identity theory is discussed in the
following section.
2.4Social Identity Theory and Customer Loyalty
It can be seen from the above discussion, based on the literary works regarding
the implications and assertions of the social identity theory, the theoretical framework of
the same helps individuals to identify themselves with respect to different social groups
and their characteristics. This in turn also enables them to differentiate themselves from
other individuals. The individuals inherently start distinguishing themselves and their
group members from others, thereby preferring their own group members through their
actions and behaviors.
He, Li & Harris (2012), in their working paper tries to find the linkage of the social
identity theoretical framework with the different aspects of brand loyalty of the
customers, with the support of empirical evidences. The findings of the authors suggest
towards the presence of direct linkage as well as indirect linkage between the attributes
like brand identification and the customer’s loyalty towards that particular brand, which
are measured in terms of the perceived value of the brand, the satisfaction and the level
of trust of the consumers. The assertions of the above mentioned authors have been
found to be supported in the works of many scholars across the globe. The argument
put forward by Lam et al. (2010), are found to be in line with those of the previous
authors.
Lam et al. (2010) adds up to the previous works by exploring in the aspects of
studying the effects of market disruptions on the brand loyalty of the customers, from
25

the perspectives of the Social Identity Theory. as per the assertions of the authors, with
new brands being introduced in any market, the brand loyalty of the customers not only
gets switched for the purpose of utility maximization but the switch may often take place
due to the social mobility of the customers between the different brand identities,
thereby implying the presence of a relation between the social identity of the customers
and their purchasing behaviors.
2.5 Crucial Study Variables
2.5.1 Website Attractiveness
Ganesh et al. (2010), tries to explain the meaning and implications of website
attractiveness in the aspects of online shopping with the help of the Big Middle theory.
As per this theory, in the continuously changing nature and dynamics of the shopping
patterns as a whole, there remains a core shopper group who seek a retail with deep
and broad commodity mixes as well as with the price levels being consistently kept
affordable. According to the authors, of the different factors, which attracts a customer
towards a shopping website, one primary factor is the attractiveness of the website,
which not only relates to the design and appearance of the website but also with the
level of ease and comprehensiveness of the same. The authors argue that the
purchasing behavior of the customers is positively affected by the increase in the
attractiveness of the websites.
Dickinger & Stangl (2013) in their working paper try to determine the different
elements of a website, in general, which contributes towards the satisfaction of the
users of the website. Their conceptual framework can be shown as follows:
26

Figure 10: Components contributing to website performance in general
(Source: Dickinger & Stangl, 2013)
As can be seen from the above figure, of all the factors the factors like ease of use,
enjoyment, website design, navigation challenge as well as system availability are also
considered by the authors. According to the authors, together these factors form the
attractiveness of a website, which in turn contributes in attracting the users and
retaining them.
The assertions of the previous authors, are found to be augmented by Hasan (2016),
who explains the impact of website attractiveness on the shopping tendencies of the
customers from a negative angle. According to the author, often the online shopping
behaviour are negatively affected by the irritation which the customers experience, while
handling the online shopping websites. The author asserted that the irritation of the
customer while using a website is attributed to three specific characteristics of a
shopping website, which are namely navigation, visual and informational aspects,
27

whose nature and magnitude of complexity and non-convenience can have
considerable impacts on the customer’s intension to use the online shopping websites.
2.5.2 Website Trustworthiness
Many research regarding the key attributes of e-commerce have strongly
asserted that trust is one of the primary components behind the success of any online
shopping retail. Chen, Hsu& Lin (2010), in this context explain the website
trustworthiness as the relationship perspective between the retailers and the customers
which assure the latter that the former will not indulge into any unfair means for their
profit maximization which will hurt the customer’s well-being in terms of monetary and
personal safety.
Utz, Kerkhof& Van Den Bos (2012) highlights that with online payments and
banking activities becoming more widely used, the customers often link their bank
details with the shopping websites, for easy payment. This makes the presence of trust
on part of the customers an even important attribute, determining the success of the
websites. The authors also argue that the trustworthiness of a website, as perceived by
the customers, are highly subjective to the reviews which the users of the same give.
Kawaf & Tagg (2012), highlights an important aspect of the website
trustworthiness with respect to the fashion industry and online fashion shopping
behaviour of the customers. According to the authors, one of the primary issues of
trustworthiness which the online fashion shopping customers experience or perceive is
regarding the quality and fittings of the apparel or accessory which they are willing to
buy from those websites. This arises primarily because of the inability of trying out the
apparels and other fashion accessories in case of online shopping. This increases the
28

scepticism of the online customers. On the other hand, once the customers become
accustomed and comfortable with the clothes and accessories and their fittings, from
one shopping website, they usually tend to adhere to the same, thereby indicating
towards the aspects of customer loyalty in relation to the website trustworthiness in
perspectives of the fashion industry in the global scenario (Bilgihan, 2016).
On the other hand, Hsu, Chuan-Chuan Lin & Chiang (2013), argue that the
trustworthiness of websites, especially in the online fashion shopping domain, is more
perceived and induced than observed. This is concluded by the authors on the basis of
their observations and analysis of empirical data, which shows that the customers of
fashion products online, tend to consider the word of mouth and the recommendations
as well as website reviews of the fashion bloggers quite seriously, before indulging in
using the online fashion shopping websites themselves.
2.5.3 Website Identification
Vinhas Da Silva& Faridah Syed Alwi (2008), uses the subsidiary concept of
Social Identity Theory, popularly known as the Consumer Company Identity Theory to
explain the importance of website identification in online shopping behavior of
customers. According to their assertions, when the customers perceive that the identity
of the website is similar to their identities and when the traits of the website, especially
the distinct and separating ones are valued in the eyes of the customers, then the
customers feel more familiar with the shopping websites. This in turn contributes to the
increase in the loyalty of the customers with respect to that particular shopping website
as they get psychologically attracted and connected to the same.
29

2.5.4 Repeat Purchase Intensions
One of the driving factors of the success of any shopping website, apart from
increasing the number of clients is to retain back the clients by inducing in them the
tendency to repeatedly purchase from the same website. The research paper of Nsairi
& Khadraoui (2013), in this context, asserts that the attractiveness of the online
shopping websites and the ease with which the customers can access and shop from
the same also have positive implications on the repeat purchase behaviors of the
customers. Concentrating on the shopping behavior of women, especially in the
clothing, fashion and apparel genre of online commerce, Kuo, Hu & Yang (2013),
highlights that the presence of consumer inertia as well as word of mouth plays vital
roles in the purchase behaviors of especially women online shoppers and their repeat
purchase intension also depend on how trustworthy they perceive the websites to be in
terms of product quality, vendor service and financial transactions.
2.6 Conceptual Framework
To form a robust framework for the concerned study, it is of immense importance
to look into the already existing ones which have been formed and used to study the
relationships of the concerned variables in the existing literary works.
30

VA1
VA2
VA3
VA4
EOU1
EOU2
EOU3
INT1
INT2
INT3
PFL1
PFL2
PFL3 RPI1
PFL4 WI1 RPI2
WI2 RPI3
WI3 RPI4
WI4 RPI5
WI4
BNV1
BNV2
BNV3
CMP1
CMP2
CMP3
ITG1
ITG2
ITG3
Trust Integrity
Website Identification
Website Attractiveness
Website Trustworthiness
Repeat Purchase Intention
Visual Appeal
Ease of Use
Interactivity
Playfulness
Trust Benevolence
Trust Competence
Figure 10: Conceptual Framework
2.7 Conclusion
From the above extensive review of the literatures, it can be asserted that with
the e-commerce industry expanding impressively in the global scenario as well as in
Singapore, it becomes crucial to study the purchase behaviors of the online shoppers in
relation with the different characteristics of the websites. With fashion industry of
Singapore, especially experiencing digitalization, exploring the impacts of website
attractiveness, trust, website identification and other factors on the repeat purchase
intensions of the customers is an interesting arena of study. The literary evidences, in
this context, though substantially assert towards the linkages of these factors with the
purchase intensions, in a global scenario, however, not much literary works have been
found to be existent in the aspects of the implications of the above-mentioned factors on
the customer loyalty and repeat purchase behaviors, categorically in the fashion
31

industry of the e-commerce domain of Singapore. Taking this literature gap into
consideration, the concerned paper aims to study the relationships between these
website attributes and customer’s repeat purchase intensions, under the light of the
social identity theory.
32

CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction
The present chapter presents a brief overview on the course undertaken to carry
out the research. The research methodology, in any research, consists of the
theoretical, empirical and philosophical framework used to find the relation of the
different empirical findings with the assertions of the researchers. The same also helps
in analysing and interpreting the empirical evidences of the concerned research
(Neuman, 2013). In this chapter, initially the research problem has been defined. This is
followed by the research design. The systemic methodology undertaken to investigate
the repeat purchase intention of the customers is envisaged in this chapter. The time
horizon as well as the basis for undertaking a quantitative research design is also
presented. Furthermore, the process of the development of the questionnaire, the
technique used to collect sample data and the descriptive as well as inferential
statistical tests used to scrutinize the collected data is also provided (Levac, Colquhoun
& O'Brien, 2010).
3.2 Problem Statement
The concerned research tries to take into account the following problem
statements and analyse the empirical data collected, in the light of the theoretical as
well as conceptual framework, in order to shed light on the actual scenarios existing in
the online fashion shopping situations in Singapore, with respect to the concerned
problem statements (Newman & Covrig, 2013).
The repeat purchase intention of a customer in the fashion industry is strongly
dependent on website attractiveness, website identification, and website
trustworthiness(King, 2016). The customer may influence other customers through word
to mouth thus not only increasing the retailing of the website but also increasing the
repeat purchase intention.
33

Hypothesis 1: Website attractiveness will be positively associated with repeat purchase
intention
Hypothesis 2: Website identification will be positively associated with repeat
purchase intention.
Hypothesis 3: Website trustworthiness will be positively associated with repeat
purchase intention..
3.3 Research Design
The efficiency and productivity of any research considerably depends on the
research design used for the concerned research. An efficient research design helps in
effectively analysing and interpreting the information collected by the researchers.
There are three broad types in which research can be designed, the types being
explanatory, descriptive and exploratory (Meyers, Gamst & Guarino, 2016).
Figure 11: Three types of Research Design
(Source: Mitchell & Jolley, 2012)
34

The explanatory research design also known as the casual research design is
used primarily in quantitative researches due to the presence of a pre-planned structure
in the research design. This type of research design is mainly beneficial in analysing
and explaining the cause and effect relationships between the different variables
considered in the concerned research. On the other hand, the exploratory research
design deals with the in accumulation of wholesome data and in depth analysis of the
same, with the aim of exploring considerably deeper in specific areas of importance in
the concerned research topics. Exploratory research design helps in generating
different insights efficiently about the specified topics (Christensen et al., 2011). This
type of research is specifically appropriate for qualitative researches and for those
research which have open ended questions.
Keeping the differences of these three types of research design, for the
concerned research, the explanatory form is implemented. This is primarily because
given the fact that the research aims in finding the relationships of the repeat purchase
intensions of the online shoppers in fashion industry in Singapore with the factors like
website attractiveness, trustworthiness and identification and given that the data
collected are primarily quantitative in nature, this research design appears to be most
suitable for the concerned topic.
3.4 Research Philosophy
The research philosophy incorporated in any research highlights the nature,
source and the formation and accumulation of the knowledge relevant to the concerned
research. For the findings of a research to be robust and beneficial for future
exploration, it is of crucial importance for the researcher to incorporate an efficient
research philosophy, which has relevance with the domain in which the research is
venturing (Mkansi & Acheampong, 2012).
35

Figure 12: Types of Research Philosophies
(Source: Easton, 2010)
Research philosophies are mainly of three types- Positivism, Realism and
Interpretivism, which are discussed as follows:
The positivism philosophy incorporated in any research project allows the
researcher to form different research hypothesis and test the same by performing the
relevant research experiments on the formed hypothesis, thereby nullifying or accepting
them as per the findings from the research. The positive research philosophy is
generally known for its highly structured research framework and is thus specifically fit
for quantitative researches. On the other hand, the realism research philosophy can be
fit for both quantitative as well as qualitative methodology (Evely et al., 2008). It is one
of the simplest form of research philosophy based on the notion that the reality is
independent from the human beings in general. It is based on the assumption of a
scientific approach for the purpose of knowledge accumulation and knowledge
development. The third kind of research philosophy, known as the interpretivism, is
based on small sample size and this type of philosophy also facilitates the in depth
analysis of the topics of concern of the researchers. This philosophy is specifically fit for
qualitative researchers with small sample size but detailed analysis of the same.
36

Keeping this into consideration, for the concerned quantitative research, dealing
with the mostly numeric type of data collected from the online shoppers of Singapore,
the research philosophy incorporated in the concerned research is that of the positivism
research philosophy.
3.5 Research Approach
In this study, the quantitative method is primarily used as the researcher is
targeting a large number of sample cases. This type of data analysis method is widely
used for its ease and convenience in analysing huge amount of raw data collected by
the researchers. However, quantitative method cannot comprehensively take into
account the ordinal and abstract aspects often present in the domain of research,
thereby missing out on vital information which can have implications on the research. To
avoid this problem and also in order to analyse specific contributory factors in depth,
often qualitative methods are used in the researchers (Choy, 2014). Many research
projects implement a mixed research method containing both quantitative as well as
qualitative components, in order to make the research more efficient.
Figure 13: Two types of Research Techniques
(Source: Yilmaz, 2013)
37
DatatechniqueQualitativeMethodsQuantitativeMethods

However, in the concerned research project, the data required and collected
being primarily of cardinal nature, quantitative method of analysis is being incorporated.
In order to observe and analyse the impacts of the website attributes like that of the
website trustworthiness, website identification and website attractiveness on the repeat
purchase intention of the online customers in the fashion industry, primary quantitative
data has been collected using survey questionnaires and collecting data from the
respondents selected in Singapore.
The research approach adopted in research activities has significant implications
on the nature, quality and credibility of the concerned research as the research
approach reflects the overall methods and frameworks used for carrying out the
concerned research. In general, there are two broad types of research approaches
which are widely used the global research framework. These approaches are inductive
and deductive.
Figure 14: Types of research approaches
(Source: Soiferman, 2010)
The quantitative research approach undertaken in this study will be a form of deductive
study of XXXXX The deductive approach of research, in general, forms the initial
hypothesis or assumptions and then tests the assumptions based on the empirical
38

evidences collected and analysed. Based on the findings and tallying the observed
outcomes with that of the assumed ones, the assumptions or hypothesis are either
accepted or nullified. This particular research approach does not usually lead to any
new outcome or theories. On the other hand, the inductive approach analyses the data
and evidences present in the concerned situations and the researches which
incorporate this type of research may lead to emergence of new theories, concepts and
generalizations (Gray, 2013).
The concerned research, in this context tries to study the relationship of the
repeat purchase behaviour of the consumers in the online fashion markets of
Singapore, with that of the different attributes of the shopping websites like website
attractiveness, trustworthiness and identification. The hypotheses are formed on the
basis of the research objectives and these hypotheses are tested in the light of the
empirical evidences collected by the form of the researcher in the form of interviews
with the relevant consumer groups of Singapore. This in turn, indicates towards the fact
that inductive approach is incorporated in carrying out the research for the concerned
topic.
3.6 Research Method and the Questionnaire Development
Quantitative – survey questionnaire – suitable for this study – advantages
As discussed above, for the concerned research, primary data has been
collected from selected sample derived from the population of Singapore. For the
purpose of collection of data, a survey questionnaire has been constructed and applied
to gather empirical evidences from a sample size consisting of 30 respondents. These
respondents have been selected by the method of random sampling from the population
of Singapore, who purchase clothes and fashion accessories from the online fashion
retailer websites at least thrice in a year.
The survey questionnaire constructed for the purpose of collection of data also
has two sections. The first section of the questionnaire consists of the provisions for
collection of information regarding the socio-demographic profile of the selected
39

respondents. This section is formed with the objective of analysing the differences in
perception of the respondents regarding the impacts of the concerned attributes of the
websites on their repeat purchase intensions, according to their socio-demographic
characteristics (Lietz, 2010). The second part of the survey questionnaire, on the other
hand, has been constructed in such a way that it can help the researcher in gathering
necessary information from the respondents for investigating the three independent
factors- website identification, website attractiveness and website identification and their
impacts on the dependent variable, which has been considered to be the repeat
purchase intention of the selected customers.
Questionnaire development – 2 sections
The development of the questionnaire is undertaken by segmenting the
questionnaire into two segments and they are Section A and Section B. The
segregation of the questionnaire is done in order to assist the respondents to answer
each section in an effective manner and thereafter undertake the analysis process in an
effective manner.
Sec A: 5 (age, gender)
Section A of the questionnaire comprises of the demographic questions that
would be asked to the respondents in order to gain answer to about their personal
information. The questions that are asked to the respondents comprises of the age,
gender and income of the respondents are asked to the respondents so that accordingly
the responses given according to the concerned topic can be understood reliability of
the respondents can be known in an effective manner.
Sec-B
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This section of the paper comprises of the questions that are related to this topic
and thereby responses of the selected participants can be attained. It is seen that the
questions are close ended questions and accordingly all the questions are constructed
in accordance to the five point Likert Scale, in which the questions are segregated into
1 -strongly disagree to 5-strongy agree and this is reliant on the empirical studies in
which the scales have reliability scores and increased level of validity.
The scale of the questionnaire consists of the variables that have been identified
and accordingly all the questions would be based on these selected variables. The
fashion industry has been developing rapidly and therefore the maintenance of
customer satisfaction would lead to the development of the better fashion market in
Singapore. There are several variables that are related to the current topic but the
researcher has selected Website Identification, Website Interactivity, Visual Appeal and
Repeat Purchase Intention.
Website Identification- This is one of the significant aspect that needs to be considered
by the researcher during the construction of the questionnaire. The researcher
assesses the elements that are related to website identification and thereafter with the
help of these elements creates questions that would be easier for the respondents to
answer. The websites need to be constructed in such manner so that it becomes easier
for the customers to get attracted towards the same and accordingly the customers can
know the products that are offered by the company.
Visual Appeal- Visual appeal refers to the attractiveness of the website and the design
of the same. It is seen that visual appeal needs to be concentrated in an effective
41

manner with the help of which the customers are attracted to the company and
accordingly purchase of the desired products can be undertaken.
Website Interactivity- The interactivity of the website refers to the development of the
website and the interactions that are taking place with the customers and the
organizations with the help of the website. Interactions are essential because of the fact
that effective interactions will be helpful in the development of the better
communications and accordingly needs, the demands of the consumers can e known,
and accordingly the products can be manufactured.
Repeat Purchase Intension- The repeat purchase intention refers to the repurchase
demands of the customers. This is helpful in attaining an idea about the fact whether the
products are able to satisfy the customers. The feedback of the customers is taken into
consideration with the help of which the companies can make changes accordingly. The
questions are constructed on the basis of these aspects and therefore effective results
can be obtained.
3.7 Sampling Approach
To make the study robust a purposive sampling method is taken, concentrating
on the online fashion shoppers in the country only. This in turn is expected to make the
study more focused. Purposive sampling has been considered for this paper because of
the fact that it would select the respondents based on the characteristics of the
population and the research objectives. As this paper is related to fashion industry
characteristics of the population needs to be recognised in order to gain effective
results.
One of the primary and most vital part of conducting a research is the collection
of data or empirical evidences as much of the reliability and quality of the research
42

depends on the types of data collected and how the same is analysed. The nature of
the research also reflects on the need for the different types of data which need to be
collected. Generally, there are two prime types of data, the primary and the secondary
sources of data.
The primary data comprises of those evidences which are collected directly by
the researchers from the respondents without any intermediaries or mediums. The
primary benefit of the collection and analysis of primary data is the superior quality of
evidences and the absence of bias and errors in the data obtained. However, obtaining
primary data is a costly and time taking process. The primary tools for collecting primary
data for research purposes is through face to face interviews, questionnaires and
through online interactions of the researchers with the respondents (Nicholson &
Bennett, 2009).
On the other hand, secondary sources of data are also used widely for the
purpose of carrying out research activities, where the data are not collected by the
researcher himself but are obtained from some sources where the relevant data already
remains collected or are obtained by reviewing the literary works available in these
aspects. Though it is much more time and cost efficient to use secondary data,
however, there remains issue of reliability and biasness in the usage of these types of
data.
Keeping the benefits of primary data into consideration, over that of the
secondary data sources, in the aspects of reliability and quality of the data, the
concerned research uses primary data for the purpose of analysis and interpretation of
the concerned variables to ensure unbiased and least erroneous analysis of the
scenario in consideration and also to make sure that the data collected and used are
updated and can contribute in creating scopes of further exploration in the concerned
topic of research.
A sample size of 50-30 respondents have been chosen for the pilot study as this study
would be determining the prospect of the actual result and on the other hand for the
actual field test 180-250 respondents have been chosen.
43

A period of six months will be chosen in order to gain effective results and attain
effective results.
In order to reduce the extent of biasness and errors the researcher needs to assess the
authenticity of the research by maintaining the codes of ethics with the help of which
true and fair results can be attained.
3.8 Data Analyses
Three stages will be applied in this study which include the pre-test stage, pilot
stage and the field test. The following sections 3.9.1 to 3.9.3 will indicate the data
analyses procedures to be applied in this study
3.8.1 Pre-test
At the pre-test stage - the face validity, the criterion validity and content validity –
wording is clear, comprehensible. Gain feedback 3 academics from the fashion as well
as 7 potential respondents to read and review the questionnaire statements. See for
any feedback…see any change of wordings.
3.8.2 Pilot Test
50 – 30 usable cases, when, frequency and run Cronbach’s alpha testing use SPSS for
all the 4 variables, > 0.7 is reliable.
3.8.3 Field Test
Won’t use the 30 cases from pilot study– familiarity / bias. Raise feedback - wordings
Respondent profile – descriptive data – compute frequency and percentages use SPSS
4 constructs use SPSS
250 – 150
Cronbach’s alpha – reliability >0.7
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Pearson Product Moment correlation
4 assumption of hypotheses: linearity, normality, homoscedasticity and multicollinearity
test; one way ANOVA
Any expected limitation that can happen? One-man researcher and cross sectional
study, concern sample size small. Low response rate and incomplete
3.9 Data Analysis
As has been discussed above, the nature of the data collected, using survey
questionnaire being primarily cardinal, the data analysis methods which have been used
are quantitative in nature. As the concerned research project aims to observe the
impacts of the attributes like website attractiveness, trustworthiness and website
identification on the repeat purchase behaviour and intentions of the selected online
shoppers in the fashion industry of Singapore, the independent variables are considered
to be the attractiveness, trustworthiness and identification of the fashion retail online
websites in the country and the dependent variable is taken to be the repeat purchase
intentions of the customers selected as the sample size.
Using a deductive approach, three hypotheses have been formed which are
aimed to see the impacts of each of the independent variables separately on the
dependent variable as well as the collective impacts of these variables on the repeat
purchase intentions of the online shoppers of the country. The hypotheses tested are as
follows:
H1: Website attractiveness has positive influence on repeat purchase intension
H2: Website trustworthiness has positive influence on repeat purchase intension
H3: Website identification has positive influence on repeat purchase intension
To test these hypotheses, and to analyse and interpret the findings in a statistical
and quantitative framework, the statistical data analysis platform, SPSS (Statistical
45

Package for Social Sciences) has been used by the researcher (Bryman & Cramer,
2011). As the first section of the quantitative survey questionnaire deals with the socio-
demographic profile of the selected respondents, frequency and percentages of the
same has been computed in order to find out the distribution mix of the different socio-
demographic profile of the selected participants in order to remove any kind of bias
coming arising in the data analysis for the unequal distribution of different socio-
demographic profile in the sample.
The following statistical concepts and methods for testing the pre-formed hypotheses
have been used in the concerned research, which are elaborated as follows:
Pearson Product Moment Correlation- This statistical method is one of the most widely
used methods used for analysing the association between any two variables. The
Pearson Correlation Coefficient is denoted by r, which tries to analyse the fit of the data
points and how far the data points are from the best fit. The value of r ranges from +1 to
-1. The value +1 indicates perfect positive association between the two variables while
the value -1 indicates perfect negative association between the same. When r=0, this
implies that there is no association between the two variables considered (Puth,
Neuhäuser & Ruxton, 2014).
This measure has been incorporated in the concerned research owing to the
easy calculation and analysis scopes it provides in the aspects of observing the nature
and magnitude of association of the variables like attractiveness, trustworthiness,
identification of the fashion retail websites with that of the repeat purchase intentions of
the customers selected in the sample.
Multiple Regression Analysis-This is one of the most powerful statistical techniques
which is used especially for predicting unknown values of any variable with the help of
the known values of the related or influencing variables which are also known as
predictors (Konasani & Kadre, 2015). Thus, this method is extremely helpful in
predicting the values of the dependent variables when the values of more than one
independent variables are known.
46

This method, is thus, taken into consideration, in the concerned research,
keeping into account the fact that the main objective of the research is to see the
impacts of the independent variables on the repeat purchase intentions of the buyers,
whose value is taken to be unknown. Therefore, for the purpose of analysis of the
collected data, this statistical method is considered to be fit, as it also helps in studying
the individual influences of the independent variables on the dependent ones.
Reliability-It is important for the concerned research to test whether the different
statistical tool used for the analysis of the data collected are yielding consistent and
stable results or not, that is for the research to be productive, efficient and unbiased, it is
important to test the reliability of the analysis methods implemented in the research.
As the data in the concerned research is analysed and interpreted using the
software platform SPSS, the Cronbach’s alpha method is implemented in the concerned
research to measure the internal consistency of the data collected and used ( Bonett, &
Wright, 2015). In order to validate the collected data is analysed for normality, linearity,
multicollinearity and homoscedasticity. The product moment correlation amongst the
variables is done to evaluate the closeness between the variables. ANOVA is used to
test the mean changes in repeat purchase intention with the socio-demographic profile
of the respondents.
3.10 Ethical considerations
Any research and analysis methods implemented in the researches lose its
social credibility considerably if the ethical norms and standards are not followed by the
researchers while carrying out the different activities in the research. Keeping this into
consideration, the concerned research ensures that the ethical standards are met. In
the process of data collection, strict vigilance has been kept in order to ensure ethical
selection of the candidates without any intentional bias (Gillan & Pickerill, 2012). The
consent of each of the respondents have also been taken prior to the interview and for
preserving the dignity and integrity of each of the participants, complete anonymity and
confidentiality of the same have been maintained. The researcher has also proceeded
with the work only after approval from the concerned ethical committee.
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3.11 Research Implications
With the rising number of online shoppers across the globe and in Singapore
specifically and with online marketing becoming a trend setting behaviour in the fashion
industry of the country, it becomes significant to study the dynamics in the industry and
how the different attributes of the fashion website effect the purchasing behaviour and
repeat purchase intentions of the customers. The concerned research ventures in this
aspect, taking into account the relevance of the social identity theory in determining how
the customers base their purchasing decisions in general.
This can be of considerable implications for future studies and also for the online
fashion retail companies as the research findings are expected to help them to
understand more efficiently the behaviour of their existing and potential clientele and
can thereby help them in planning their strategies according to the same.
3.12 Research Limitations
The primary limitation of the concerned research is that the same only
emphasizes on collecting, analysing and interpreting quantitative data, for the purpose
of incorporating a large sample size in the research domain. The research, thus, does
not succeed to take into account the abstract and qualitative aspects, which are non-
cardinal but have considerable impacts on the behaviour of the independent as well as
the dependent variables taken into consideration in the concerned research (Gelo,
Braakmann & Benetka, 2008).
3.13 Chapter Summary
As can be seen from the above discussion, the concerned research intends to
study the impacts of the attributes like website attractiveness, trustworthiness and
identification on the repeat purchase intention of the customers of online fashion
industry in Singapore. To study the same, the research takes a quantitative approach
and collects data from 150 respondents selected with the help of purposive sampling.
48

Questionnaires have been formed on this basis and the data has been analysed and
interpreted using the deductive approach.
49

CHAPTER FOUR: DATA DESCRIPTION
4.1 Introduction
The present chapter presents a detailed analysis of the collected survey data.
The purpose of collection of the data was to identify the influences of Website
Attractiveness, Website Identification, and Website Trustworthiness on Repeat
Purchase Intention in the fashion industry in Singapore. In order to investigate the
repeat purchase intention data from 150 residents of Singapore were collected. It was
ensured that the residents had a minimum of three years’ experiencein handling internet
and online shopping experience.
Initially we present the socio-demographic profile of the respondents. This is
followed by the investigation into the responses of the sample to evaluate the factors
which influences Website Attractiveness, Website Identification, and Website
Trustworthiness on Repeat Purchase Intention in the fashion industry in Singapore
4.2 Socio-demographic profile
The questionnaire was distributed to 180 residents of Singapore. 150 of the
responses were found to be complete in all respect and thus were found suitable for
analysis. The descriptive statistics shows that 47.3% of the respondents were females
while 52.7% of the respondents were males. Thus it is found that the gender
distribution of the respondents is approximately similar. The gender profile of the
respondents thus match previous works as done by Eshopworld.com (2018).
Table 2: Gender
Frequency Percent
Valid Female 71 47.3
50

Male 79 52.7
Total 150 100.0
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Further it is found that most of the respondents (42.7%) were in the age group of
20 to 29 years. The frequency of respondents above 50 years of age was just 2.7%.
The results corroborate previous articles of Eshopworld.com (2018) who have shown
that highest percentage of e-commerce users are in the age group of 25 to 34 years.
Further, according to Eshopworld.com (2018) customers over 55 years of age seldom
use e-commerce.
Table 3: Age Group
Frequency Percent
Valid < 20 6 4.0
20 - 29 64 42.7
30 - 39 42 28.0
40 - 49 34 22.7
50+ 4 2.7
Total 150 100.0
Investigation into the education level of the respondents showed that most of the
respondents had bachelor’s degree. 46.7% of the respondents had a bachelor’s degree
while only 6.7% had studied upto high school level.
Table 4: Education level of the respondents
Frequency Percent
Valid Up to High School 10 6.7
Diploma 21 14.0
Bachelor Degree 70 46.7
Master/Doctorate 49 32.7
Total 150 100.0
Further analysis shows that all the respondents have more than 3 years of
experience in the use of internet. In addition, the respondents had more than 3 years of
shopping experience.
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Table 5: Internet shopping experience and Use of Internet
In addition, it is found that 34.7% of the customers had a monthly average
income in the range of s$20,000 – 30,000. Respondents with monthly income more
than s$40,000 formed only 8.7% of the respondents.
Table 6: Monthly Income
Frequency Percent
Valid Below s$10000 28 18.7
s$10000 - 20000 32 21.3
s$20000 - 30000 52 34.7
s$30000 - 40000 25 16.7
More than s$40000 13 8.7
Total 150 100.0
4.3 Website Attractiveness
The website attractiveness factor is judged through 4 instruments. The
instruments “the layout of the website is attractiveness” and “playfulness” is adjudged
through 4 questionnaires. The instruments “ease of use” of the website and
“interactivity” is analyzed through three questions each.
4.3.1 Visual Appeal
The analysis of the responses shows that 44.0% and 12.0% of the respondents
agreed and strongly agreed respectively towards the fact the layout of e-commerce
53

website is attractive. On the other hand, 17.3% of the respondents disagreed that the
layout of the website is attractive.
Table 7: The Layout of the Website is attractive
Frequency Percent
Valid Strongly Disagree 11 7.3
Disagree 15 10.0
Neutral 40 26.7
Agree 66 44.0
Strongly Agree 18 12.0
Total 150 100.0
The analysis of the responses shows that 51.3% and 8.0% of the respondents
agreed and strongly agreed respectively towards the fact that they found the website of
the organization to be eye-catching. On the other hand, 16.7% of the respondents
disagreed that the website of the organization is eye-catching.
Table 8: website is eye-catching
Frequency Percent
Valid Strongly Disagree 13 8.7
Disagree 12 8.0
Neutral 36 24.0
Agree 77 51.3
Strongly Agree 12 8.0
Total 150 100.0
The analysis of the responses shows that 52.0% and 16.7% of the respondents
agreed and strongly agreed respectively towards the fact that they found the website of
54

the organization looked nice. On the other hand, 12.7% of the respondents disagreed
that the website of the organization is eye-catching.
Table 9: The website looks very nice
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 10 6.7
Neutral 28 18.7
Agree 78 52.0
Strongly Agree 25 16.7
Total 150 100.0
The analysis of the responses shows that 51.3% and 15.3% of the respondents
agreed and strongly agreed respectively towards the fact that the visual impact of the
website is good. On the other hand, 10.7% of the respondents disagreed that the
website has a visual impact.
Table 10: The visual impact of the website is good
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 7 4.7
Neutral 34 22.7
Agree 77 51.3
Strongly Agree 23 15.3
Total 150 100.0
The study of the visual appeal of website shows that a high percentage of the
customers agreed that the website has a visual appeal. It can thus be perceived that
visualization in e-commerce website is essential for attraction of customers.
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0.00%
40.00%
80.00%
120.00%
Visual Appeal
Strongly Disagree Disagree Neutral
Agree Strongly Agree
Figure 15: Visual Appeal
4.3.2 Ease of Use
The enquiry into whether the customers could easily find what they required
showed that 62.7% of the respondents agreeing to the fact that they could easily find
the fashionware they were searching. However, 12.0% of the customers disagreed that
they could find the required information.
Table 11: I could easily find what I required
Frequency Percent
Valid Strongly Disagree 12 8.0
Disagree 6 4.0
Neutral 38 25.3
Agree 84 56.0
Strongly Agree 10 6.7
Total 150 100.0
The enquiry into the fact that the navigation into the website is simple showed
that 58.0% of the respondents agreeing to the fact that they could easily navigate the
56

website. On the other hand, 8.3% of the customers disagreed that they could navigate
easily on the e-commerce website.
Table 12: The navigation of the website is simple
Frequency Percent
Valid Strongly Disagree 5 3.3
Disagree 8 5.3
Neutral 50 33.3
Agree 69 46.0
Strongly Agree 18 12.0
Total 150 100.0
Further analysis showed that 65.3% of the customers had no problem in finding
the material they required. The analysis found that 12.0% of the customers had difficulty
in navigation of the website.
Table 13: I had no problem in finding whatever I required
Frequency Percent
Valid Strongly Disagree 11 7.3
Disagree 7 4.7
Neutral 34 22.7
Agree 75 50.0
Strongly Agree 23 15.3
Total 150 100.0
The above investigation shows ease of use of e-commerce website plays an
essential role in selecting the website. It was found that most of the customers agreed
that there was ease of use of the e-commerce website.
57

I could easily find what I required.
The navigation in the website is simple.
I had no problem in finding whatever I required.
0.00% 25.00% 50.00% 75.00% 100.00%
Ease of Use
Strongly Disagree Disagree Neutral
The website is responsive. Strongly Agree
Figure 16: Ease of Use
4.3.3 Interactivity
Investigation into the interactivity of the respondents showed that 71.4% of the
customers agree that they had a smooth experience with the website. On the other
hand, 12.7% did not have a smooth experience. Moreover, 16.0% of the surveyed
people were undecided to the interactivity of the website.
Table 14: Interaction with Website is smooth
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 10 6.7
Neutral 24 16.0
Agree 91 60.7
Strongly Agree 16 10.7
Total 150 100.0
Moreover, it the survey found that 57.4% of the respondents agreed that the
website gave them the freedom to go anywhere. On the other hand, 12.7% of the
respondents reported that the website did not permit them to go anywhere. In addition,
58

30% of the customers were undecided to the fact that whether the website permits them
to go anywhere.
Table 15: I feel that I have the freedom to go anywhere on the website
Frequency Percent
Valid Strongly Disagree 12 8.0
Disagree 7 4.7
Neutral 45 30.0
Agree 64 42.7
Strongly Agree 22 14.7
Total 150 100.0
The survey found that 68.7% of the customers agreed to the fact that the website
Is responsive. On the other hand,13.4% of the respondents disagreed that the website
is responsive.
Table 16: The website is responsive
Frequency Percent
Valid Strongly Disagree 10 6.7
Disagree 10 6.7
Neutral 27 18.0
Agree 91 60.7
Strongly Agree 12 8.0
Total 150 100.0
The above investigation shows that most of the customers agreed that the e-
commerce website is interactive. Hence, it can be envisaged that interactivity of website
adds to website attractiveness.
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Interaction with the web
pages is smooth I feel I have the freedom
to go anywhere on this
website.
The website is responsive.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Interactivity
Strongly Disagree Disagree Neutral
Agree Strongly Agree
Figure 17: Interactivity
4.3.4 Playfulness
The survey found that 48.0% of the customers agreed to the fact that the website
Is fun. On the other hand,15.4% of the respondents disagreed with the fact that the e-
commerce website is fun.
Table 17: The website is fun
Frequency Percent
Valid Strongly Disagree 13 8.7
Disagree 10 6.7
Neutral 55 36.7
Agree 58 38.7
Strongly Agree 14 9.3
Total 150 100.0
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The survey found that 72.0% of the customers agreed to the fact that the website
Motivates customers to feel participation. On the other hand,12.0% of the respondents
disagreed with the fact that the e-commerce website motivates customers to feel
participation.
Table 18: The website motivates customers to feel participation
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 9 6.0
Neutral 24 16.0
Agree 66 44.0
Strongly Agree 42 28.0
Total 150 100.0
Further analysis of the survey found that 68.0% of the customers agreed to the
fact that the website is entertaining. On the other hand,13.3% of the respondents
disagreed with the fact that the e-commerce website is entertaining.
Table 19: The website is entertaining
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 11 7.3
Neutral 28 18.7
Agree 85 56.7
Strongly Agree 17 11.3
Total 150 100.0
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The website promotes customer excitement is agreed by 72.7% of the
respondents. However, 8.6% of the respondents disagreed that the website promotes
customer excitement.
Table 20: The website promotes customer excitement
Frequency Percent
Valid Strongly Disagree 8 5.3
Disagree 5 3.3
Neutral 28 18.7
Agree 88 58.7
Strongly Agree 21 14.0
Total 150 100.0
Thus from the analysis it is found that most of the customers agreed that in order
for the success of the e-commerce website it should have playfulness properties.
The website is fun The website
motivates
customers to feel
participation.
The website is
entertaining. The website
promotes customer
excitement.
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Playfulness
Strongly Disagree Disagree Neutral
Agree Strongly Agree
Figure 18: Playfulness
4.4 Website Trustworthiness
Website trustworthiness by a customer reflects the trust a customer has on an e-
commerce website. This can be associated with social identity theory.
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4.4. Trust Benevolence
The analysis showed that 68.0% of the customers felt that the e-commerce
website of the fashion organization put the interest of the customers first. Moreover, it
was also found that 72.7% of the customers reported that the believed that the website
of the organization has been designed so that the need and preference of the customer
is understood. in addition, 74.0% of the customers agreed that the website is
benevolent. The analysis shows that most of the customers agreed that there is trust
benevolence in the website.
Table 21: I feel that this website puts my interest first
Frequency Percent
Valid Strongly Disagree 10 6.7
Disagree 14 9.3
Neutral 24 16.0
Agree 90 60.0
Strongly Agree 12 8.0
Total 150 100.0
Table 22: This website is designed to capture and understand my need and preference
Frequency Percent
Valid Strongly Disagree 11 7.3
Disagree 7 4.7
Neutral 23 15.3
Agree 72 48.0
Strongly Agree 37 24.7
Total 150 100.0
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Table 23: I feel that this website is benevolent/friendly
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 5 3.3
Neutral 25 16.7
Agree 93 62.0
Strongly Agree 18 12.0
Total 150 100.0
I feel that this website
puts my interest first. This website is designed
to capture and understand
my need and preference.
I feel that this website is
benevolent/friendly
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Trust Benevolence
Strongly Disagree Disagree Neutral
Agree Strongly Agree
Figure 19: Trust Benevolence
4.5. Trust Competence
The analysis showed that 60.6% of the customers felt that the e-commerce
website of the fashion organization understood the need and preference of the
customer. Moreover, it was also found that 54.7% of the customers reported that the
website of the organization considered the needs and attributes of the products that
they have purchased. In addition, 72.0% of the customers agreed that the website is
64

has a knowledge of my previous purchases and preferences. The analysis shows that
most of the customers agreed that the website is competent.
Table 24: This website has the functions to understand my needs and preferences
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 4 2.7
Neutral 46 30.7
Agree 68 45.3
Strongly Agree 23 15.3
Total 150 100.0
Table 25: This website considers my needs/all important attributes about the
products/services I bought from this website
Frequency Percent
Valid Strongly Disagree 7 4.7
Disagree 9 6.0
Neutral 51 34.0
Agree 64 42.7
Strongly Agree 19 12.7
Total 150 100.0
Table 26: This website has good knowledge about the products/services I bought
Frequency Percent
Valid Strongly Disagree 8 5.3
Disagree 6 4.0
Neutral 28 18.7
Agree 91 60.7
Strongly Agree 17 11.3
Total 150 100.0
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This website has the functions to understand my needs and
preferences
This website considers my needs/all important attributes
about the products/services I bought from this website
This website has good knowledge about the
products/services I bought
0.00%
25.00%
50.00%
75.00%
100.00%
Trust Competence
Strongly Disagree Disagree Neutral
Agree Strongly Agree
Figure 20: Trust Competence
4.6. Trust Integrity
The analysis showed that 63.3% of the customers felt that the e-commerce
website provided unbiased recommendations. Moreover, it was also found that 61.3%
of the customers agreed that the website has integrity. In addition, 74.6% of the
customers agreed that the website is honest. The analysis shows that most of the
customers agreed that the website is worthy of trust. on the other hand, very less
percentage of respondents disagreed that the website that there is lack of trust on the e-
commerce website.
Table 27: This website provides unbiased products/services recommendations
Frequency Percent
Valid Strongly Disagree 6 4.0
Disagree 10 6.7
Neutral 24 16.0
Agree 93 62.0
Strongly Agree 17 11.3
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Total 150 100.0
Table 28: I consider this website to be of integrity
Frequency Percent
Valid Strongly Disagree 6 4.0
Disagree 2 1.3
Neutral 50 33.3
Agree 60 40.0
Strongly Agree 32 21.3
Total 150 100.0
Table 29: This website is honest
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 1 .7
Neutral 28 18.7
Agree 86 57.3
Strongly Agree 26 17.3
Total 150 100.0
This website provides
unbiased products/
services recommendations
I consider this website to
be of integrity This website is honest
0.00%
25.00%
50.00%
75.00%
100.00%
Trust Integrity
Strongly Disagree Disagree Neutral
Agree Strongly Agree
Figure 21: Trust Integrity
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4.5 Website Identification
The analysis of query on website identification exposed that 83.3% of the
respondents agreed that they felt a strong tie with the website. Moreover, 62.0% agreed
to the fact that they experienced a strong sense of belongings as a customer. Further,
65.4% of the customers agreed that the e-commerce website stood out from its
customers. In addition, 69.3% of the respondents seemed to know that what the
customers knew what the website stood for. Further, 69.3% agreed that the respondent
would go this website first. from the analysis it was found that the percentage of
respondents who disagreed with the instruments of website identification were very few
as compared to those agreed.
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Table 30: I feel strong ties with this website
Frequency Percent
Valid Strongly Disagree 7 4.7
Disagree 9 6.0
Neutral 24 16.0
Agree 75 50.0
Strongly Agree 35 23.3
Total 150 100.0
Table 31: I experienced a strong sense of belonging as a customer of this website
Frequency Percent
Valid Strongly Disagree 8 5.3
Disagree 9 6.0
Neutral 40 26.7
Agree 76 50.7
Strongly Agree 17 11.3
Total 150 100.0
Table 32: This website stands out from its competitors
Frequency Percent
Valid Strongly Disagree 9 6.0
Disagree 5 3.3
Neutral 38 25.3
Agree 79 52.7
Strongly Agree 19 12.7
Total 150 100.0
Table 33: I feel that I know very well what this website stands for
Frequency Percent
Valid Strongly Disagree 8 5.3
Disagree 5 3.3
Neutral 33 22.0
Agree 87 58.0
Strongly Agree 17 11.3
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Total 150 100.0
Table 34: I go to this website First
Frequency Percent
Valid Strongly Disagree 5 3.3
Disagree 31 20.7
Neutral 19 12.7
Agree 77 51.3
Strongly Agree 18 12.0
Total 150 100.0
I feel strong ties with this website
This website stands out from its competitors
I intend to continue using (purchasing from) this
website in the future
0.00%
25.00%
50.00%
75.00%
100.00%
Website Identification
Strongly Disagree Disagree Neutral
Agree Strongly Agree
Figure 22: Website Identification
4.6 Repeat Purchase Intention
The repeat purchase intention shows that 59.4% of the customers agreed that
they intend to continue using this website for purchasing in future. In addition, 59.4% of
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the customers is expected to continue to purchase from the website in future also.
Moreover, 59.4% of the respondents were found that they wish to recommend the
website to other also. In addition, 80.6% of the customers also reported that they plan to
frequently purchase from this website.
Table 35: I intend to continue using (purchasing from) this website in the future
Frequency Percent
Valid Strongly Disagree 10 6.7
Disagree 5 3.3
Neutral 46 30.7
Agree 67 44.7
Strongly Agree 22 14.7
Total 150 100.0
Table 36: I expect I will continue to use (purchase from) this website in the future
Frequency Percent
Valid Strongly Disagree 10 6.7
Disagree 5 3.3
Neutral 46 30.7
Agree 67 44.7
Strongly Agree 22 14.7
Total 150 100.0
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Table 37: I will recommend that other people use (purchase from) this website
Frequency Percent
Valid Strongly Disagree 8 5.3
Disagree 8 5.3
Neutral 45 30.0
Agree 67 44.7
Strongly Agree 22 14.7
Total 150 100.0
Table 38: I will frequently use (purchase from) this website in the future
Frequency Percent
Valid Strongly Disagree 6 4.0
Disagree 4 2.7
Neutral 19 12.7
Agree 97 64.6
Strongly Agree 24 16.0
Total 150 100.0
I expect I will continue to
use (purchase from) this
website in the future
I will recommend that
other people use
(purchase from) this
website
I will frequently use
(purchase from) this
website in the future
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Repeat Purchase Intention
Strongly Disagree Disagree Neutral
Agree Strongly Agree
Figure 23: Repeat Purchase Intention
72

CHAPTER FIVE: DATA ANALYSIS
5.1 Introduction
This chapter presents the results of the analysis of the collected survey data.
Initially the median scores of the collected data is checked for reliability of the data. This
is followed by evaluating the correlation between the main variables. In addition, the
relation Website attractiveness, Website Trustworthiness, Website identification with
Repeat purchase intention is also provided. Finally, the assumption regarding the
testing of the hypothesis is presented.
5.2 Reliability test
The internal consistency of the variables is tested with the help of Cronbach’s
alpha. A value of Cronbach’s alpha of 0.7 or more is thought to be reliable. By reliability
it is understood that there is high amount of internal consistency amongst the variables.
73

5.2.1 Website Attractiveness
Table 39: Reliability test for Website Attractiveness
Cronbach's alpha if Item deleted Cronbach's alpha
VA1 0.858
0.872
VA2 0.819
VA3 0.835
VA4 0.834
EOU1 0.719
0.827EOU2 0.784
EOU3 0.780
INT1 0.744
0.797INT2 0.731
INT3 0.696
PFL1 0.837
0.835
PFL2 0.770
PFL3 0.746
PFL4 0.807
The results of the above table shows that Visual Appeal, Ease of Use,
Interactivity and Playfulness has a Cronbach's alpha of 0.872, 0.827, 0.797 and 0.835
respectively. Since, the values of the Cronbach's alpha is more than 0.7 hence the
internal consistency of the variables is reliable. Further, it is found that the Cronbach's
alpha if item deleted is less than the corresponding alpha value. hence, the responses
of the instruments are highly reliable.
74

5.2.2 Website Trustworthiness
Table 40: Cronbach’s alpha for Website Trustworthiness
Cronbach's alpha if Item deleted Cronbach's alpha
ENV1 0.74
0.836ENV2 0.735
ENV3 0.829
CMP1 0.669
0.767CMP2 0.621
CMP3 0.76
ITG1 0.694
0.774ITG2 0.668
ITG3 0.722
The above table presents the reliability analysis for website trustworthiness.
From the analysis it is found that Website benevolence, website competence and
website integrity have a Cronbach’s alpha have value of 0.836, 0.767 and 0.774
respectively. Since the value are more than 0.7 hence it can be interpreted that the
instruments for website trustworthiness are highly reliable. Further, it is found that the
value of Cronbach’s alpha if item deleted is less than the corresponding value of
Cronbach’s alpha. Hence, it is found that the variables are reliable for further analysis.
5.2.3 Website Identification
Table 41: Cronbach’s alpha for Website Identification
Reliability Statistics
Cronbach's
Alpha N of Items
.785 5
75

Table 42: Item total Statistics
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Cronbach's
Alpha if Item
Deleted
I feel strong ties with this
website
14.05 8.796 .542 .751
I experienced a strong sense
of belonging as a customer
of this website
14.25 8.764 .547 .749
This website stands out from
its competitors
14.19 8.452 .632 .721
I feel that I know very well
what this website stands for
14.13 8.519 .657 .715
Whenever I am buying
products/services this
website offers, I always think
about or go to this website
first even though many other
websites are selling the
same products/services.
14.26 9.106 .443 .785
The above table shows that the Cronbach’s alpha for Website Identification is
0.785. Further, it is found that Cronbach’s alpha for item deleted is less than 0.785.
Hence, the variables for website identification are highly reliable. Thus, the variable
website identification can be used for further analysis.
5.2.4 Repeat Purchase Intention
Table 43: Cronbach’s alpha for Repeat Purchase Intention
Reliability Statistics
Cronbach's
Alpha N of Items
.864 4
76

Table 44: Item Total Statistics
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Cronbach's
Alpha if Item
Deleted
I intend to continue using
(purchasing from) this
website in the future
11.26 5.925 .652 .853
I expect I will continue to use
(purchase from) this website
in the future
11.25 5.882 .685 .838
I will recommend that other
people use (purchase from)
this website
10.97 6.107 .772 .805
I will frequently use
(purchase from) this website
in the future
11.01 5.906 .754 .809
The above table shows that the Cronbach’s alpha for Repeat Purchase Intention
is 0.864. Further, it is found that Cronbach’s alpha for item deleted is less than 0.864.
Hence, the variables for website identification are highly reliable. Thus, the variable
Repeat Purchase Intention can be used for further analysis.
77

5.3 Correlation Analysis
The association between the variables is investigated through Karl Pearson
Correlation. The strength and direction of the correlation is investigated through
correlation coefficient. The correlation between variables ranges from 0 to 1.0. The
more the value of the correlation coefficient is nearer to 1.0 the stronger is the
relationship. As the correlation coefficient nears a value of 0 the poorer is the
correlation. The correlation is either (+) positive or (-) negative.
Table 45: Correlation for Website Attractiveness
VA EOU INT PFL
VA Pearson Correlation 1 .589** .576** .592**
Sig. (2-tailed) .000 .000 .000
N 150 150 150 150
EOU Pearson Correlation .589** 1 .634** .559**
Sig. (2-tailed) .000 .000 .000
N 150 150 150 150
INT Pearson Correlation .576** .634** 1 .709**
Sig. (2-tailed) .000 .000 .000
N 150 150 150 150
PFL Pearson Correlation .592** .559** .709** 1
Sig. (2-tailed) .000 .000 .000
N 150 150 150 150
**. Correlation is significant at the 0.01 level (2-tailed).
The above table presents the correlation analysis of the constructs of Website
Attractiveness. From the analysis it is found that there is a strong correlation amongst
Playfulness and Interactivity, r = 0.709. Moreover, the correlation is statistically
significant at 0.01 level of significance. Further, interactivity has a moderate correlation
78

with visual appeal, r = 0.576. The correlation is statistically significant at 0.01 level of
significance. The correlation of the constructs ranges from 0.576 to 0.709.
79

Table 46: Website Trustworthiness
Correlations
ENV CMP ITG
ENV Pearson Correlation 1 .523** .586**
Sig. (2-tailed) .000 .000
N 150 150 150
CMP Pearson Correlation .523** 1 .535**
Sig. (2-tailed) .000 .000
N 150 150 150
ITG Pearson Correlation .586** .535** 1
Sig. (2-tailed) .000 .000
N 150 150 150
**. Correlation is significant at the 0.01 level (2-tailed).
The above table presents the correlation analysis of the constructs of Website
Trustworthiness. From the analysis it is found that there is a moderate correlation
amongst Website Integrity and Website benevolence, r = 0.586. Moreover, the
correlation is statistically significant at 0.01 level of significance. Further, Website
benevolence has a moderate correlation with website competence, r = 0.523. The
correlation is statistically significant at 0.01 level of significance. The correlation of the
constructs ranges from 0.523 to 0.0.586.
5.4 Relationship Analysis
This section presents the testing of the hypothesis.
80

5.4.1 WA to RPI
Table 47: Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .605a .365 .361 .65266
a. Predictors: (Constant), WA
Table 48: Anova Table
Model Sum of Squares df Mean Square F Sig.
1 Regression 36.305 1 36.305 85.229 .000b
Residual 63.043 148 .426
Total 99.348 149
a. Dependent Variable: RPI
b. Predictors: (Constant), WA
Table 49: Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.456 .253 5.760 .000
WA .631 .068 .605 9.232 .000
a. Dependent Variable: RPI
The above tables present the relation of Website attractiveness towards repeat
purchase intention in the fashion industry at Singapore. The analysis shows that 36.5%
of repeat purchase intention can be predicted from website attractiveness. Further it is
seen from table 48 that the impact of website attractiveness on repeat purchase
intention is statistically significant, p< 0.000 at 0.05 level of significance. The repeat
purchase intention can be predicted by the equation
 RPI = 1.456 + 0.631*WA
81

5.4.2 WI to RPI
Table 50: Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .614a .378 .373 .64642
a. Predictors: (Constant), WI
Table 51: ANOVA Table
Model Sum of Squares df Mean Square F Sig.
1 Regression 37.505 1 37.505 89.755 .000b
Residual 61.843 148 .418
Total 99.348 149
a. Dependent Variable: RPI
b. Predictors: (Constant), WI
Table 52: Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.469 .245 5.995 .000
WI .631 .067 .614 9.474 .000
a. Dependent Variable: RPI
The above tables present the relation of Website identification towards repeat
purchase intention in the fashion industry at Singapore. The analysis shows that 37.8%
of repeat purchase intention can be predicted from website identification. Further it is
seen from table 51 that the impact of website identification on repeat purchase intention
is statistically significant, p< 0.000 at 0.05 level of significance. The repeat purchase
intention can be predicted by the equation
RPI = 1.469 + 0.631*WI
82

5.4.3 WT to RPI
Table 53: Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .634a .402 .398 .63346
a. Predictors: (Constant), WT
Table 54: ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression 39.959 1 39.959 99.580 .000b
Residual 59.389 148 .401
Total 99.348 149
a. Dependent Variable: RPI
b. Predictors: (Constant), WT
Table 55: Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.206 .259 4.658 .000
WT .674 .068 .634 9.979 .000
a. Dependent Variable: RPI
The above tables present the relation of Website trustworthiness towards repeat
purchase intention in the fashion industry at Singapore. The analysis shows that 40.2%
of repeat purchase intention can be predicted from website trustworthiness. Further it is
seen from table 54 that the impact of website trustworthiness on repeat purchase
intention is statistically significant, p< 0.000 at 0.05 level of significance. The repeat
purchase intention can be predicted by the equation
RPI = 1.206 + 0.674*WT
83

5.5 Assumptions
In the analysis of the survey data we have calculated website attractiveness and
website trustworthiness from various constructs. The repeat purchase intention of the
customers is evaluated through Website attractiveness and Website trustworthiness. It
is assumed that the values of Website attractiveness and Website Trustworthiness are
normally distributed with ϵi N ( 0 , σ2 ), i.e., the residuals have a mean of 0.
5.5.1 Normality
The P-P plot is used to check for normality of the second order constructs.
Figure 24: P-P for Website Attractiveness
84

Figure 25: P-P plot for Website Trustworthiness
The residuals of multiple regression between the first order and second order
constructs of Website attractiveness and Website trustworthiness were tested for
normality. The P-P plots of the residuals were analyzed for normality. The P-P plots
shows that the residuals are distributed evenly across the central line. Thus, it can be
assumed that the survey data for the first order constructs of Website attractiveness and
Website trustworthiness is normally distributed.
85

5.5.2 Linearity
The residual plot from OLS regression is used to test for the linearity of second
order constructs. This is essential since non-normal can weaken statistical inferences
based on survey data.
Figure 26: Residual plot for Website Attractiveness
86

Figure 27: Residual plot for Website Trustworthiness
From the above two plots we find that residual plots are normally distributed.
5.5.3 Multi-collinearity
Table 56: Multicollinearity Analysis of Second Order Constructs
First Order Second Order Weight Sig Tolerance VIF
VA Website Attractiveness 0.215 0.000 0.542 1.846
EOU 0.278 0.000 0.518 1.931
INT 0.274 0.000 0.407 2.456
PFL 0.235 0.000 0.443 2.260
BNV Website Trustworthiness 0.347 0.000 0.595 1.681
CMP 0.220 0.000 0.647 1.545
ITG 0.427 0.000 0.585 1.710
The above table presents the Multicollinearity Analysis of second order
constructs. The latent variables score of first order constructs were used to analyse the
second order constructs. The variance inflation factor (VIF) was used to measure
87

multicollinearity. From the analysis it is found that that the VIF values of first order
constructs were all less than 3. The issue of multicollienarity arises when the value of
VIF exceeds 10. Since, none of the first order constructs had a value of more than 3
hence it can be assumed that multicollinearity did not exist for the first order constructs.
5.5.4 Homoscedasticity
The error term of the variance of the residuals should be evenly distributed. This
is tested through scatter plot of the residuals.
From figure 26 and 27 above it is found that the residuals of OLS distribution of
the first order constructs are spread equally around the line of best fit. Thus, it can be
assumed that error variance is constant.
88

CHAPTER SIX: CONCLUSION AND RECOMMENDATION
6.1 Introduction
This chapter draws a conclusion to the research on the factors which influences
Website Attractiveness, Website Identification, and Website Trustworthiness on Repeat
Purchase Intention in the fashion industry at Singapore. Some recommendations which
can be followed to increase the repeat purchase intention are also provided.
Shortcomings of the present research is given.
6.2 Conclusion
In the fashion industry at Singapore it is found that website attractiveness,
website trustworthiness and website identification is related to the repeat purchase
intention. The analysis found that approximately equal number of male and female
customers responded to the survey. Moreover, the highest frequency of the
respondents were young people. This reflects that the survey respondents were similar
to the work done by previous researchers. Further it is found that most of the
respondents wereeducated people having bachelor’s degree.
The study found that most of the customers agreed there should be a visual
appeal in the e-commerce website.Moreover, it was found that ease of use, interactivity
and playfulness of a website also have a strong impact on website attractiveness.
Further, the study established that most of the customers agreed that they could easily
find what they wanted. In addition, since the website is designed very simply hence they
could get their required information. Moreover, the study found that the responsiveness
89

of the website attracted the customers. It was also found that most of the customers
agreed that the website was entertaining and excitement.
The investigation found significant relationship between trustworthiness and
repeat purchase intention. It was found that most of the customers agree to the fact that
the e-commerce website puts the interest and preference of the customer first.
Moreover, it was found that the benevolence of the website appealed to the customers
very much. The customers also found that the website remembers the preferences of
the customers and thus the needs also. It was found that most of the customers
repeatedly came back to the website since the website had a good knowledge of the
previous products and services of the customer. Further, the customers were impressed
by the ability of the website to provide them unbiased recommendations and services.
The customers moreover have found that they had strong ties with the website.
Moreover, the customers felt a strong sense of belongingness with the website and felt
that the website was better than their competitors. In addition, the study found that most
of the customers would first visit the website.
From the analysis of the survey it can be deduced that most of the customers
agreed that they would continue to purchase from the website in future also. In addition,
the customers it was found agreed that the propose to recommend the website to other
would be customers.
Thus from the investigation into the repeat purchase intention of customers in
Singapore of the Fashion industry it was found that Website attractiveness, Website
Identification and Website Trustworthiness plays a major role.
90

6.3 Recommendation
From the analysis of the influence of Website Attractiveness, Website
Trustworthiness and Website Identification towards the repeat purchase intention of
customers in Singapore the following recommendations can be made:
 Since website attractiveness has a significant impact on repeat purchase
intention hence, organization shows try to improve the attractiveness of the
website.
 Website attractiveness is dependent on Visual Appeal, Ease of Use, interactivity
and Playfulness. Thus organizations should pay attention towards the
independent variables.
 Website trustworthiness has a significant impact on repeat purchase intention.
Thus the organization should maintain the trust of customers.
 Trust benevolence, trust competence and trust integrity has a strong influence on
website trustworthiness. Hence, organizations must maintain the benevolence,
competence and integrity of their websites.
 Since Website Identification has a significant impact on the repeat purchase
intention, thus the organizations should try to improve the identity of their
websites.
6.4 Limitation of Study
The present research considered a sample of 150 customers only. The
percentage of online customers is much higher in Singapore. Thus, the sample size
selected is a very small percentage of the actual size. Moreover, we have selected only
those customers who have an experience of at least three years in the use of internet
91

and online shopping. Hence, the repeat purchase intention of customers less than 3
years is not known. From the study we find that most of the customers are young
customers. Thus, the repeat purchase intention of older generations is not known.
6.5 Future Research
To further investigate the repeat purchase intention of customers at Singapore
the following recommendations may be followed:
 A qualitative research into the RPI may provide us with more opinions from the
customers.
 A longitudinal study of Website attractiveness, website identification and website
trustworthiness would provide us with information whether repeat purchase
intention changes with time.
 The study can be conducted in another city to test for the validity of the results.
92

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APPENDIX A: Questionnaire
Questionnaire
Factors influencing the repeat purchase intention in the Fashion Industry in Singapore
This questionnaire is designed to study the major factors which influence the repeat
purchase intention. Your participation is much appreciated and your answers will be
treated confidentially and will be used for academic purpose only.
Section1 General Information (Please choose the most convenient answer)
GI1 Gender ☐ Male ☐ Female
GI2 Age group (years) ☐< 20☐20 -29 ☐30-39 ☐40-49 ☐50+
GI3
Education ☐ Up to High School ☐ Diploma ☐ bachelor’s Degree ☐
Master/Doctorate
GI4 Experience in the use of Internet ☐<3 years ☐3-6 years ☐7+ years
GI5 Internet Shopping Experience☐<3 years ☐3-6 years ☐7+ years
GI6 Monthly Income ☐Below S$ 10,00 ☐S$10,000 – 20.000☐ S$20,000 – 30.000☐ S$30,000 – 40.000☐More
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than S$40,000
Section2 Factors influencing the repeat purchase intention in the Fashion
Industry in Singapore
We would like your impressions about the repeat purchase intention in the fashion industry in
Singapore. Choose the most suitable answer that reflects your impression knowing that SD =
Strongly Disagree, D= Disagree, N=Neutral, A=Agree and SA=Strongly Agree
Visual Appeal
VA1 The layout of the website is attractive. SD D N A SA
VA2 I find the website of the organization eye-catching. SD D N A SA
VA3 I find the website looks very nice. SD D N A SA
VA4 The visual impact of the website is good. SD D N A SA
Ease of Use
EOU1 I could easily find what I required. SD D N A SA
EOU2 The navigation in the website is simple. SD D N A SA
EOU3 I had no problem in finding whatever I required. SD D N A SA
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Interactivity
INT1 Interaction with the web pages is smooth SD D N A SA
INT2 I feel I have the freedom to go anywhere on this website. SD D N A SA
INT3 The website is responsive. SD D N A SA
Playfulness
PFL1 The website is fun SD D N A SA
PFL2 The website motivates customers to feelparticipation. SD D N A SA
PFL3 The website is entertaining. SD D N A SA
PFL4 The website promotes customer excitement. SD D N A SA
Trust Benevolence
BNV1 I feel that this website puts my interest first. SD D N A SA
BNV2
This website is designed to capture andunderstand my need and
preference. SD D N A SA
BNV3 I feel that this website is benevolent/friendly. SD D N A SA
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Trust Competence
CMP1 This website has the functions to understand myneeds and preferences. SD D N A SA
CMP2
This website considers my needs/all importantattributes about the
products/services I boughtfrom this website. SD D N A SA
CMP3 This website has good knowledge about theproducts/services I bought. SD D N A SA
Trust Integrity
ITG1 This website provides unbiased products/servicesrecommendations. SD D N A SA
ITG2 I consider this website to be of integrity. SD D N A SA
ITG3 This website is honest. SD D N A SA
Website Identification
WI1 I feel strong ties with this website. SD D N A SA
WI2 I experienced a strong sense of belonging as acustomer of this website. SD D N A SA
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