| Summary: | With the spread of high-speed internet access across the island, businesses in Singapore are
beginning to realise the importance of establishing an online presence in order to remain
competitive as more locals begin to make their purchases online. From utilising services like
e-banking to making frequent purchases of products from the supermarket through an ecommerce
platform, the internet has become an essential platform for the average consumer
to make their purchases. The main purpose of this study seeks to explore the motivational
factors that appeal to the different demographical groups of consumers, and the important
factors that matters to them when they shop online.
Factors such as Hedonic, Convenience, Recreational and Economical reasons are used to
measure the Motivation implications, while Security, Trust and Usability features are used to
measure Important Factors that consumers seek when they engage in online shopping.
Face-to-face and online survey methods were administered, and over 300 responses were
collected in the process. The results show that there are significant trend differences between
the customer perceptions on motivation and important factor affecting their shopping
behaviour. In addition, we also observe different behaviour between the demographic profiles
of Gender, Monthly Disposal Income, Education level, Age, Occupation and Housing type.
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