Evolution in consumer lifestyle and lifecycle that pushes retailers (traditional and new comer) to innovate. In doing so, they answer more precisely emerging needs and wants towards providing customer delight.
Published in Chapter:
Singapore's Online Retail Deviants: Analyzing the Rise of Blogshops' Power
Ronan de Kervenoael (Sabanci University, Turkey & Aston University, UK), Alan Hallsworth (Portsmouth University, UK), and David Tng (Singapore Institute of Management, Singapore)
Copyright: © 2014
|Pages: 22
DOI: 10.4018/978-1-4666-6074-8.ch024
Abstract
Geography, retailing, and power are institutionally bound up together. Within these, the authors situate their research in Clegg's work on power. Online shopping offers a growing challenge to the apparent hegemony of traditional physical retail stores' format. While novel e-formats appear regularly, blogshops in Singapore are enjoying astonishing success that has taken the large retailers by surprise. Even though there are well-developed theoretical frameworks for understanding the role of institutional entrepreneurs and other major stakeholders in bringing about change and innovation, much less attention has been paid to the role of unorganized, nonstrategic actors—such as blogshops—in catalyzing retail change. The authors explore how blogshops are perceived by consumers and how they challenge the power of other shopping formats. They use Principal Components Analysis to analyze results from a survey of 349 blogshops users. While the results show that blogshops stay true to traditional online shopping attributes, deviations occur on the concept of value. Furthermore, consumer power is counter intuitively found to be strongly present in the areas related to cultural ties, excitement, and search for individualist novelty (as opposed to mass-production), thereby encouraging researchers to think critically about emerging power behavior in media practices.