Business

The impact of digital technology on changing consumer behaviours with special reference to the home furnishing sector in Singapore

E. Rangaswamy, N. Nawaz, et al.

This study reveals how digital technology is reshaping consumer behaviors in Singapore's home furnishing sector. The research conducted by Easwaramoorthy Rangaswamy, Nishad Nawaz, and Zhou Changzhuang highlights a strong preference for omnichannel shopping, emphasizing the importance for businesses to blend online and offline strategies to stay competitive.

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Playback language: English

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Abstract

This study investigates the impact of digital technology on changing consumer behaviors in Singapore's home furnishing sector. Using a quantitative, cross-sectional analysis with a questionnaire, the research reveals a preference for an omnichannel approach (combining online and offline experiences) among consumers. This highlights the need for businesses to integrate both online and offline strategies to maximize customer benefits and competitiveness.

Publisher

Humanities & Social Sciences Communications

Published On

Mar 15, 2022

Authors

Easwaramoorthy Rangaswamy, Nishad Nawaz, Zhou Changzhuang

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