Singaporean online shopping : a study on trends, motivations and important attitudes.

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.BUSINES