Uncovering motivations and consumer profiling of female blogshoppers in Singapore.

• Main Authors: Tan, Wei Qiang., Tan, Yi Wei., Arivalagan Adamson.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/43923
• Institution: Nanyang Technological University

Blogshops, as a subset of online shopping, cannot be ignored in Singapore due to the growing importance of it as a viable channel to sell goods. As this aspect of online shopping is relatively new and unique to Singapore, few research have been done on it. This paper thus seeks to understand what blogshop-specific motivations lead consumers to purchase from this medium. To uncover these motivations, exploratory research was conducted by interviewing frequent blogshoppers to understand their purchasing behaviour on blogshops. This was then analyzed and confirmed through a survey questionnaire that asks about consumers‘ blogshopping motivations, as well as their personality, general consumption and online consumer behaviour. Finally, we identified 4 major motivations – Friendship, Mutual Trust, Community Belongingness and Understanding Needs, and 4 profiles of blogshoppers – Companion, Chic, Independent and Guarded Shoppers. This research not only helps us to understand the blogshopper‘s motivations and profiles better, but it also guides blogshops and overseas brands on how to utilize this channel effectively, thus better reaching out to this increasingly significant group of consumers.