Browsing by Author "Samarasinghe, G.D."

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An Exploratory Study On Understanding The Influence Of Hedonic Motives In Fashion Retail Websites On Emerging Impulse Customer Decisions – A Concept Paper
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-01) Nisansala, K. T. D.; Samarasinghe, G.D.; Mudalige, D.M.
The concept paper proposed here is leading to conduct an exploratory study on “understanding the influence of hedonic motives in fashion retail websites on emerging impulse customer decisions”. This study can be recognised with its novelty as the empirical gap of the related study led to understand the research problem as “there is no a scientific research has been conducted to access the influence of hedonic motives in fashion retail websites influencing impulse customer decision making”. The conceptual framework of the research was developed under the consideration of theoretical gap identified in the literature review. The application of “Technology Acceptance Model (TAM)” highlighting perceived enjoyment (PE), perceived usefulness (PU) and perceived ease of use (PEU) were identified as independent variables to test the dependent variable; “impulse customer decision in fashion retail sector” under exploratory methodology. There will be 20 structured interviews along with 10 live eye-tracking sessions to be conducted in order to collect data and to analyse the collected data in a thematic manner to understand how hedonic motives drive impulse customer decisions in fashion retail sector. This proposed exploratory study will be a gateway to conduct a positivistic, experimental study in the future for more scientific understanding.
Impact of Artificial Autonomy Avatar on Consumer Acceptance of Fashion Retail Services
(Department of Industrial Management, Faculty of Science, University of Kelaniya Sri Lanka, 2023) Arachchi, H.A.D.M.; Samarasinghe, G.D.
This study focused on explaining the influence of fashion retail autonomy avatar on consumers’ acceptance of fashion retail service; this study also examined the moderating impact of precision toward avatar acceptancy. Based on the extensive literature review, this study formulated five hypotheses to support the arguments. Quantitative methodology with a survey strategy was undertaken, which had an effective sample size of 278 young consumers. Furthermore, analysis was carried out using Smart partial least squares (PLS)-structural equation modelling. The study finds a significant direct relationship between the autonomy characters of avatar (sensing, thought, action) and consumer novel experience. Other than that, it also finds significant relationships between consumers’ novel experience and avatar acceptance. It was further revealed that precision toward avatar significantly moderates impact on fashion retail avatar acceptance. The findings shed the light on improving fashion retail service with avatar-based applications.
Impact of Sales Force Automation on Product Optimization through SelfEfficacy and Techno-stress of Sales Employees in the Pharmaceutical Industry
(Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Perera, K.C.; Samarasinghe, G.D.; Abeysekera, R.
The aims of this review is to assess the impact of Sales force automation on product optimization through self-efficacy of sales employees in the pharmaceutical industry and explore mediating effect of technostress on the main relationship. In order to achieve the aims, a systematic review of literature was undertaken. Both theoretical and empirical literature was extracted from key data bases up to 2021 and systematically content-analyzed exploring the key words of relevance to the present aims. The key findings of the review emphasized the relevance of the Technology Acceptance Model (TAM) for explaining sales force automation, Social Cognitive Theory for sales efficacy and Transactional Theory for technostress in an increasingly automated context including sales force Management. The empirical literature review emphasized that technology adoption is a significant aspect of sales performance. Sales force automation was also inferred as a significant factor of technology adoption to improve the sales performance. Further it was emphasized that technostress as a potential mediator negatively affects the link between sales force automation and product optimization whilst the self-efficacy as a potential moderator positively affects the link between sales force automation and product optimization. Furthermore, in the pharmaceutical industry point of view, the product optimization can be explained in two different dimensions such as product development and marketing perspective. As per the review, it is possible to represent these relationships in an integrated conceptual framework and empirically validate impact of sales force automation on product optimization through self-efficacy and techno stress of sales employees in the pharmaceutical industry.