Background of the study
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.
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.
Relevance of the topic
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.
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.
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.
Research aims and objectives
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.
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
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.
The study objectives include:
- 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
- To identify and discuss the relevant theories and conceptual frameworks related to the concerned study
- 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
- 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
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?
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.
Problem statement
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-effective website can be developed. In addition, methods on enhancing sales through website and repeat purchase intention of the customers can be assumed.
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.
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.
Objectives of the study
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.
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 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:
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.
Research questions
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 (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:
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 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.
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.
Research methodology
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).
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.
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.
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.
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 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.
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.
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:
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.
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.
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 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.
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 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.
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.
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 members, thereby inherently favoring their own group and group members over the other group members in terms of their behaviors and activities.
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.
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 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
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 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.
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 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.
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.
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
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.
50 – 30 usable cases, when, frequency and run Cronbach’s alpha testing use SPSS for all the 4 variables, > 0.7 is reliable.
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
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
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 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.
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.
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.
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.
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).
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. Questionnaires have been formed on this basis and the data has been analysed and interpreted using the deductive approach.
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
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 |
|
Male |
79 |
52.7 |
|
|
Total |
150 |
100.0 |
Durther 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 |
F2.7 |
|
|
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.
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 |
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.
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 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 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.
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 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.
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, 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.
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 |
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 |
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.
Website trustworthiness by a customer reflects the trust a customer has on an e-commerce website. This can be associated with social identity theory.
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 |
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 |
Figure 19: Trust Benevolence
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 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 |
Figure 20: Trust Competence
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 |
|
|
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 |
Figure 21: Trust Integrity
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.
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 |
|
|
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 |
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 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 |
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 |
Figure 23: Repeat Purchase Intention
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.
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.
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 |
0.827 |
|
EOU2 |
0.784 |
|
|
EOU3 |
0.780 |
|
|
INT1 |
0.744 |
0.797 |
|
INT2 |
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.
Table 40: Cronbach’s alpha for Website Trustworthiness
|
Cronbach’s alpha if Item deleted |
Cronbach’s alpha |
|
|
ENV1 |
0.74 |
0.836 |
|
ENV2 |
0.735 |
|
|
ENV3 |
0.829 |
|
|
CMP1 |
0.669 |
0.767 |
|
CMP2 |
0.621 |
|
|
CMP3 |
0.76 |
|
|
ITG1 |
0.694 |
0.774 |
|
ITG2 |
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.
Table 41: Cronbach’s alpha for Website Identification
|
Reliability Statistics |
|
|
Cronbach’s Alpha |
N of Items |
|
.785 |
5 |
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.
Table 43: Cronbach’s alpha for Repeat Purchase Intention
|
Reliability Statistics |
|
|
Cronbach’s Alpha |
N of Items |
|
.864 |
4 |
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.
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 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.
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.
This section presents the testing of the hypothesis.
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
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
èRPI = 1.469 + 0.631*WI
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
èRPI = 1.206 + 0.674*WT
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 , i.e., the residuals have a mean of 0.
The P-P plot is used to check for normality of the second order constructs.
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.
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.
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 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.
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.
Conclusion and Recommenddtion
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.
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 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.
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.
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 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.
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.
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