The rapid shift from offline to online retail, accelerated by the COVID-19 pandemic, poses significant challenges and opportunities for the home furnishing industry in Singapore. A 50% increase in online shopping over the past 10 years, coupled with a decrease in average purchase value (particularly for items over $200 SGD, a common price point for furniture), necessitates research into consumer behavior within this sector. Existing resources from the Singapore Furniture Industries Council (SFIC) and the Singapore Furniture Association are insufficient to guide local businesses in adapting to these changes. This study addresses this research gap by exploring consumer attitudes and behaviors toward online and offline furniture purchases, considering the impact of the pandemic and the potential of an omnichannel approach. The research questions focused on changes in consumer behavior towards furniture eCommerce, the advantages and disadvantages of online versus offline stores, and the consumer acceptability of an omnichannel business model.

The literature review examines the influence of various factors on consumer buying behavior, including technological advancements, demographic changes, and lifestyle shifts. Studies from Poland and the US provided insights into the role of income, family status, and access to technology in influencing furniture purchasing decisions. Existing research highlights the increasing prevalence of online shopping, but also the importance of physical store presence and the evolving role of digital technologies in the customer journey. The impact of digital transformation on business models and customer value creation is discussed, along with the significance of consumer involvement and the role of convenience in shaping channel choice. The review also notes the challenges related to brand visibility, the changing landscape of advertising, and the increasing consumer adoption of digital channels for pre-purchase research, showcasing a trend toward cross-channel shopping experiences.

This study employed a quantitative, deductive approach, using realism as a philosophical foundation. A cross-sectional descriptive design was utilized, with data collected through a questionnaire survey distributed via social media. Convenience sampling was employed, yielding 84 respondents aged 18–75 with varying income levels, educational backgrounds, marital statuses, and genders. Content and construct validity were assessed, and reliability was established using Cronbach's alpha (0.749). Chi-square tests were used to analyze the relationship between demographic variables (gender, marital status, income, education) and consumer behaviors and attitudes regarding online and offline furniture purchases. The questionnaire encompassed socio-demographic information, buying behavior, purchase intention, and external influences.

The findings show a strong preference for an omnichannel approach (35% of respondents), followed by standalone branded websites (33%). Gender significantly influences furniture purchasing channel choice, with males showing a greater inclination towards omnichannel approaches. Gender also impacts attitudes towards showroom-only versus purely online retailers, with females exhibiting a stronger preference for physical stores. Marital status is significantly associated with showroom preference, with married couples demonstrating higher propensity for showroom visits. Income levels correlate with online shopping frequency, with lower-income groups purchasing online more frequently. Higher-income groups show a higher intention to purchase furniture online, particularly with the option of physical viewing. Education level correlates significantly with online research time, with higher education levels linked to longer research durations.

The findings highlight the importance of an omnichannel strategy for home furnishing businesses in Singapore. The preference for a combination of online and offline experiences underscores the need to cater to diverse consumer preferences and utilize both channels effectively. The significant impact of demographic variables emphasizes the importance of targeted marketing strategies tailored to different segments. The results align with previous research emphasizing the influence of multiple factors on consumer decision-making. The study's findings provide valuable insights for businesses to optimize their strategies and enhance customer engagement.

This study contributes to the limited existing literature on eCommerce in the home furnishing sector, particularly within the Singaporean context. The preference for omnichannel shopping, along with the significant influence of demographic factors on purchasing behavior, provides crucial implications for businesses seeking to thrive in this evolving market. Future research could explore specific product categories within the home furnishing industry and employ larger, probability-based samples to enhance the generalizability of findings. Investigating the role of additional factors like branding, reviews, and decision-making processes would further enrich understanding in this field.

The convenience sampling method and the relatively small sample size may limit the generalizability of the findings. The study's timeframe of October to November 2020, during the COVID-19 pandemic, might influence consumer behavior and may not fully reflect behavior in non-pandemic circumstances. Future research could address these limitations by employing larger, more representative samples and conducting longitudinal studies across different periods to capture diverse behavioral patterns.