7th-2022

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980

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The Impact of Store Atmosphere on Consumer Purchase Intention: Moderating Effect of Gender with Special Reference to ARPICO Super Centers in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gayathri, D. P.; Wanninayake, W. M. C. B.
The purpose of this research is to investigate the impact of store atmosphere on customer purchase intention at ARPICO Super Centers located in the Colombo district and to examine how gender, as a demographic variable, moderates the relationship between store atmosphere and customer purchase intention. Three dimensions of store atmosphere display layout, color and lighting, and cleanliness—have been identified as contributing factors. Purchase intention is considered the dependent variable in this study. The research examines the relationship between these atmospheric properties and consumer purchase intention within the given context. A quantitative research design was utilized, with the conceptual framework developed based on relevant literature. Primary data were collected through a sample survey conducted among 385 respondents in the Colombo district using an online survey. Data were gathered via a convenience sampling method. Hypotheses were tested using regression analysis with the aid of SPSS statistics software. The study's findings reveal positive and significant effects of store atmosphere on purchase intention at ARPICO Super Centers in the Colombo district. Additionally, the analysis indicates an insignificant moderating impact of gender on the relationship between store atmosphere and customer purchase intention. The overall conclusion is that store atmosphere significantly impacts customer purchase intention at ARPICO Super Centers in Colombo, and it is recommended that managers develop a creative store atmosphere to attract more customers.
Impact of Celebrity Endorsement on Consumer Purchasing Behavior in Sri Lankan Cosmetic Industry Specifically Considering Products; Hair Oil, Shampoo and Beauty Soap
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Padukka, L. U.; Weerasiri, R. A. S.
This research study was developed by rationalizing existing literature sources to construct arguments regarding two primary concepts: celebrity endorsement and consumer purchasing behavior in the Sri Lankan cosmetic industry, with a specific focus on products such as hair oil, shampoo, and beauty soap. The study focused on the impact of celebrity endorsement in the cosmetic sector, which plays a significant role in the local economy. Empirical research was conducted using the TEARS model, which includes variables such as trustworthiness, expertise, attractiveness, respect, and similarity of the celebrity as key factors influencing celebrity endorsement. Data were collected from 200 respondents through a convenience sampling method, resulting in a final sample size of 193 respondents from the University of Colombo, University of Sri Jayewardenepura, and University of Kelaniya. The findings of the research, based on an online survey questionnaire, are presented in graphs and pie charts. Data analysis was carried out using the Statistical Package for Social Sciences (SPSS). The findings revealed a positive relationship between celebrity endorsement and consumer purchase intention. The survey indicated that each variable of celebrity endorsement has a direct and significant positive impact on consumer purchase intention. The data analysis confirmed the reliability of all variables and demonstrated that celebrity endorsement significantly influenced the dependent variable, consumer purchase intention. Furthermore, the research findings suggest that celebrity endorsement should be considered a complex marketing communication strategy with the potential to yield highly positive results.
The Impact of Facebook Electronic Word of Mouth on Consumers’ Purchase Intention: with Special Reference of Fashion Apparel Brand Pages in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Bandara, W. M. C. D.; Thilina, D. K.
The largest social networking site, Facebook, with over 2.85 billion users, is the focus of this study, which investigates the impact of Facebook electronic word of mouth (eWOM) on consumer purchase intentions regarding fashion apparel brands in Sri Lanka. The study employed a quantitative approach, converting data into numerical forms for statistical analysis. Four objectives related to the dimensions of eWOM were addressed through multiple regression analysis to test the research hypotheses. Data were collected using a structured online questionnaire from a sample of 200 respondents who had liked at least one fashion apparel brand page on Facebook, employing a non-probability sampling technique. Secondary data were obtained from published research, related articles, and journals. Descriptive analysis was performed to summarize the data meaningfully, and a multicollinearity test was conducted to examine intercorrelations among independent variables. Data analysis was carried out using Statistical Package for Social Science (SPSS) version 25.0. The study suggests further examination of how Facebook brand pages impact consumers' purchase intentions.
The Impact of Facebook Advertising Credibility on Consumer Purchase Intention: with Special Reference to Herbal Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Piyumali, J. K. A.; Gunawardane, W. A. D. N. R.
As technological advancements have accelerated, the advertising industry has shifted away from traditional tools to embrace social media networks as the primary medium for customer engagement. Among these platforms, Facebook stands out as the most popular. Despite this, advertising messages disseminated through social media networks often fail to elicit adequate responses from target audiences. The credibility of the information presented in social media advertisements remains questionable to many consumers, which may diminish the effectiveness of these ads and undermine marketers' efforts to convince customers to make purchases. This study aims to assess the impact of Facebook advertising credibility on customer purchase intentions regarding herbal cosmetics. To achieve this objective, a quantitative approach was adopted, involving a survey of 385 respondents from the Western Province who are Facebook users. Data were collected via an online questionnaire and analyzed using SPSS version 26. The findings revealed that advertising credibility has a significant positive impact on customer purchase intentions. It is recommended that marketers of herbal cosmetics focus on providing realistic and honest information in their advertising messages to enhance their effectiveness.
Impact of Loyalty Program Benefits on Brand Loyalty: with Special Reference to Dialog Axiata Company in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kolabage, D. R. N.; Bandara, B. S. S. U.
In contemporary society, loyalty programs are considered a crucial variable in establishing customer relationships. Firms place significant importance on loyalty programs. This article investigates the perceived benefits of loyalty programs using a multi-benefits framework encompassing utilitarian, hedonic, and symbolic benefits. The objective of this article is to examine the impact of loyalty program benefits on brand loyalty and to assess the extent to which these benefits influence brand loyalty. Additionally, it aims to identify significant differences in brand loyalty based on usage duration. The Sri Lankan mobile communications industry, known for providing consistent service to customers, has lower customer switching costs compared to other industries. Dialog, the industry leader in mobile communications, serves as the research context. The study population included all Dialog mobile connection users in the Colombo district, and a convenience sampling approach was employed. Data was collected via a questionnaire distributed within the Colombo district and analyzed using SPSS. One-way ANOVA was utilized to identify significant differences concerning usage duration, while co-efficiency was used to determine brand loyalty. The findings demonstrated a substantial relationship between loyalty program benefits and brand loyalty. Symbolic benefits exhibited a strong positive impact on brand loyalty, whereas utilitarian and hedonic benefits showed a moderate positive impact. Additionally, no significant differences were found in brand loyalty based on usage duration. These insights can be utilized by businesses as a marketing strategy when implementing or modifying loyalty programs.
Impact of the Attitude towards Traffic Light Signposting Labels (TLL) and Health Consciousness on Customer Purchase Intention of Sugar Sweetened Beverages (SSB) in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Prabodhani, W. S.; Wijenayake, S. I.
In Sri Lanka, diabetes has emerged as a significant health issue, affecting 9.8% of adults. According to data published by the WHO in 2020, diabetes results in approximately 12,460 deaths annually. Sugar-sweetened beverages (SSBs) are identified as major contributors to high-sugar diets, with 26.5% of children consuming carbonated beverages one or more times per day. In response to these concerns, the Ministry of Health and Indigenous Medicine implemented a Color Coding System to indicate whether the sugar content in soft drinks is high, moderate, or low. This research aimed to evaluate the performance, effectiveness, and impact of these regulations on consumers' consumption of sugar-sweetened beverages. The Theory of Reasoned Action (TRA) framework was utilized to assess attitudes and behaviors. A quantitative approach was employed, involving data collection from 384 respondents through self-administered structured questionnaires distributed online. The findings reveal a significant positive impact of Health Attitude and Label Attitude on the purchase intention of low sugar-sweetened beverages. However, Label Attitude alone did not significantly impact Purchase Intention, indicating that these two variables are independent. The study includes a detailed discussion of the results in relation to existing literature and outlines the managerial implications of the findings.
The Role of Brand Love in Developing Customer Purchase Intention with Special Reference to Smartphone Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Lakmal, D. M. N.; Gunawardhana, W. A. D. N. R.
In Sri Lanka, numerous smartphone brands have attracted distinct groups of customers, making it valuable to explore the reasons behind customers' choices for particular brands. This study aims to understand why customers are drawn to specific smartphone brands and how brand love influences their purchase intentions. Specifically, the research investigates the role of brand love in shaping customer purchase intentions within the smartphone industry in Sri Lanka. The study employed a questionnaire to collect data from respondents across Sri Lanka, utilizing a convenience sampling method to gather responses from 384 individuals. Primary data were obtained through the questionnaire, while secondary data were sourced from journals and online resources. Data analysis was conducted using descriptive statistical tools and the SPSS software. The conceptual model of the study included four independent variables: brand loyalty, positive word of mouth, forgiveness of brand failures, and brand performance. Hypotheses were tested to examine the impact of these variables on customer purchase intention. The findings revealed that three of the four variables: brand loyalty, positive word of mouth, and brand performance had a significant impact on customer purchase intention.
The Impact of Green Promotion on Green Purchase Intention with Special Reference to Green Energy Solar Power Industry in Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Subasinghe, H. T.; Gayathree, D. A. G. P. K.
The purpose of this study was to examine the impact of green promotion on green purchase intention within the green energy solar power industry. As consumer purchasing behaviors increasingly shift towards green purchasing, this study developed an integrative conceptual framework based on a review of the literature. Previous research indicated a lack of studies focusing on green promotion in the solar power industry within the Sri Lankan context. Data were collected from 302 respondents in the Western Province through an online survey, and analyzed using SPSS 26. The convenience sampling method was employed to select the study sample. The findings reveal that eco branding, eco packaging, and green advertising each have a positive and significant impact on green purchase intention. These results highlight the potential for creating a competitive advantage in the expanding market and underscore the significance of green promotion in modern business practices and its influence on consumers' green purchase intentions.
The Impact of Facebook Word of Mouth on Purchase Intention of Cosmetic Product in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dhananjaya, W. K. S.; Thilina, D. K.
The cosmetics market is rapidly expanding and is anticipated to be one of the fastest-growing consumer markets in the future, primarily due to the influx of young consumers. To capitalize on this opportunity, Sri Lankan cosmetic marketers must develop strategies to address their customers' purchase intentions. This article aims to analyze the impact of Facebook word of mouth (WOM) on the purchase intention of cosmetic products in Sri Lanka. A research model was developed based on a review of the literature. The study population consisted of Sri Lankan cosmetic consumers who use Facebook, with a sample of 392 individuals selected using the convenience sampling method. The research employed a quantitative approach (survey method), and data were collected using a structured questionnaire distributed among the sample. Pearson correlation analysis revealed a positive relationship between Facebook WOM and cosmetic product purchase intention in Sri Lanka. Additionally, significant impacts of Facebook WOM on purchase intention were identified. This study provides a model to examine the impact of Facebook WOM on purchase intention for cosmetic products in Sri Lanka. The findings indicate that Facebook WOM increasingly influences purchase intention, creating new opportunities and challenges for companies. The results offer insights for future researchers and marketers on the importance of enhancing Facebook WOM strategies and managing Facebook WOM as an effective marketing tool.
The Impact of Online Visual Merchandising on Customer Purchasing Intention in Online Fashion Retail Industry of Sri Lanka Z Generation: Examining Moderating Impact of Customer Involvement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Chathurangi, H. D. S. C.; Wijenayake, S. I.
This study aims to investigate the effect of online visual merchandising on the purchase intention of Generation Z customers for online retail fashion stores in Sri Lanka, and to examine the role of customer involvement in modifying the relationship between each online visual merchandising cue and purchase intention. A quantitative design was adopted using a deductive approach, grounded in the positivism paradigm, to meet the study's objectives. Under a survey strategy, relevant data was collected from 385 Generation Z residents of Sri Lanka currently residing in the Western Province and engaging with online retail fashion stores. A well-structured questionnaire was disseminated via the internet, and the collected data was analyzed. The analytical results indicated that online retail fashion stores in Sri Lanka maintain visually appealing and well-organized web environments. These stores also employ extensive web advertising and offer easy and flexible website navigation. It was further revealed that Generation Z consumers exhibit a higher level of intention and involvement in purchasing fashion items from online fashion retail stores. Each online visual merchandising cue was found to have a significant and positive effect on the purchase intention of Generation Z customers. Additionally, customer involvement was shown to significantly moderate the relationship between online visual merchandising and purchase intention. This study is empirically valuable as it represents a pioneering effort to address a gap in the existing literature on online visual merchandising, particularly within the context of Sri Lanka's online fashion industry.
The Impact of Viral Marketing on Impulsive Buying in Online Fashion Retail Industry: Examining the Mediating Effect of Online Trust
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Rajapaksha, L. Y. G. I. D.; Wijenayake, S. I.
In the contemporary commercial landscape, consumers worldwide increasingly purchase a variety of products, including fashion items, through online channels. This trend has led to a rise in impulsive buying, often driven by viral marketing, which facilitates easy purchases with a single click of a mouse or keypad. However, many consumers subsequently regret their online purchases, indicating a prevalent issue of online trust among customers of online businesses, including those in the fashion sector. This study aimed to investigate whether online trust mediates the relationship between viral marketing and online impulsive buying within the retail fashion industry. A quantitative design was employed, adhering to a deductive approach rooted in positivist philosophy. A questionnaire was developed and distributed online to consumers of fashion products from online retail fashion businesses, resulting in 500 complete and accurate responses. Regression analysis was utilized as the primary analytical technique to examine the data. The findings reveal that viral marketing by online fashion retail businesses in Sri Lanka significantly and positively impacts customers' impulsive buying behavior. Additionally, online trust was found to significantly mediate the relationship between viral marketing and impulsive buying behavior. This study is considered pioneering in directly exploring the impact of viral marketing on impulsive buying behavior through the lens of online trust, addressing a gap in the existing literature on the online fashion industry in Sri Lanka. The study's findings are expected to be valuable for managers and advertisers in online fashion businesses.
The Impact of Consumer Ethnocentrism on Purchase Intention of Batik-Related Products; The Mediation Effect of Attitude towards Local Products with Special Reference to the Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) De Silva, G. B. A. P.; Wanninayake, W. M. C. B.
In Sri Lanka, many local brands utilize the concept of "Ethnocentrism" to promote their products among Sri Lankans. This concept, which encourages the purchase of local products as a national movement, can also be applied to enhance the purchase intention of Batik-related products in Sri Lanka. The primary objective of this research is to identify the relationship between Consumer Ethnocentrism and Customer Purchase Intention for Batik-related products, while also examining the mediating role of Consumer Attitudes toward Local Products, with a specific focus on the Western Province of Sri Lanka. This study employed a deductive approach, and the conceptual framework was developed based on a comprehensive review of the literature. Data were collected through an online questionnaire distributed to users of Batik-related products, utilizing a convenience sampling method. A sample of 246 Batik product users was selected for this study, and the data were analyzed using SPSS software. The findings demonstrated a significant impact of Consumer Ethnocentrism on the Purchase Intention of Batik-related Products in Sri Lanka. It is recommended that businesses involved in Batik-related products develop marketing strategies that leverage Ethnocentrism promotional appeals and foster a sense of Ethnocentrism among consumers. The findings and discussions offer valuable insights for managerial implications and contribute to the further development of the Batik industry in Sri Lanka.
Impact of Customer Shopping Value on Brand Loyalty: Examining the Mediating Effect of Customer Satisfaction: With Special Reference to the E-Commerce Industry in Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Madushika, R. A. L.; Dissanayake, D. M. R.
In recent years, consumer visiting patterns on E-Commerce websites have undergone significant changes due to the expansion of the E-Commerce industry, resulting in heightened competition within the sector. Consequently, marketers are increasingly adopting customer shopping value strategies to influence consumers' brand loyalty. This study aims to investigate how customer shopping value affects brand loyalty within Sri Lanka's E-Commerce industry. The literature review indicates a generally positive perspective on this relationship, although some controversial arguments also exist. Additionally, there are a few studies that have explored the mediating impact of customer satisfaction in this context. A deductive method was employed in this study, with primary data collected using a standardized questionnaire. A total of 425 questionnaires were distributed, and 389 responses were obtained via an online survey. The findings revealed a positive impact of customer shopping value on brand loyalty. Furthermore, the study demonstrated that the relationship between customer shopping value and brand loyalty is mediated by consumer satisfaction. SPSS version 26 was utilized as the primary statistical tool for conducting regression and correlation analyses. The study concluded with recommendations and identified potential areas for future research, which are anticipated to be valuable for both marketers and researchers.
Mobile Banking and Customer Satisfaction during COVID 19 in the Licensed Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wickramasinghe, W. N. S.; Wijenayake, S. I.
The primary objective of this study is to assess the impact of mobile banking on customer satisfaction. This research investigates the current level of customer satisfaction concerning mobile banking. It identifies the extent to which mobile banking benefits influence this satisfaction, as well as the specific areas most affecting customer satisfaction. The study examines the relationship between satisfaction with mobile banking and the benefits offered by mobile banking applications, focusing on their usage. A mixed-method approach, incorporating both qualitative and quantitative techniques, was employed, based on a questionnaire survey. A simple random sampling method was used to select 200 consumers from commercial banks. Data were collected from both bank managers and consumers of active banks, utilizing both primary and secondary sources to gather relevant information. The findings indicate a significant positive impact of the benefits offered by mobile banking on customer satisfaction, with security, ease of use, and convenience having a notable influence on satisfaction. This study explores the effect of various aspects on consumer satisfaction in Internet banking, adopting both descriptive and analytical approaches. Additionally, it evaluates the effect of online banking on the overall performance of private sector banks in Sri Lanka, demonstrating how key service quality dimensions influence customers' perceptions of relationship quality. The research highlights both long-term customer engagement with financial institutions and short-term issues related to relationship quality.
Impact of Visual Merchandising on Purchase Intention, the Mediating Effect of Store Image: with Special Reference to the Branded Fashion Retail Chain Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Hansika, S. H. P.; Wanninayake, W. M. C. B.
The art of visual merchandising is considered one of the most effective methods for improving sales and profitability within an organization. Visual merchandising directly impacts the shopping experience, making it essential for retailers to optimize their business environment positively. This study employs store image as a mediating variable. The primary objective is to identify the visual merchandising elements that influence individual purchase intentions, specifically focusing on branded fashion retail chains in the Western Province of Sri Lanka. Both primary and secondary data were collected for this research. Primary data was gathered through a survey of 384 respondents who frequent various branded fashion retail chains in the Western Province. A quantitative approach was utilized, employing survey methods and convenience sampling techniques. The collected data were numerically coded and analyzed using SPSS software to determine the impact of visual merchandising elements on purchase intention, addressing the significance of each independent variable. The findings are expected to assist decision-makers, marketers, and entrepreneurs in enhancing the appeal of their fashion stores and improving consumer purchasing effectiveness.
The Impact of Customer Brand Equity on Consumer Purchasing Behavior among Youth Generation with Special Reference to Metropolitan Technologies (Pvt) Ltd
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Thennakoon, H. M. M. S. K.; Thilina, D. K.
The aim of this study is to analyze the impact of customer-based brand equity on consumer purchasing behavior among the youth generation, with a particular focus on Metropolitan Technologies (Pvt) Ltd. As an agency, Metropolitan provides solutions tailored to individual and SME needs, categorized into personal and SME solutions. This study utilized the personal and SME solution categories of Metropolitan to conduct the research. Based on a review of the literature, the study was developed according to Aaker's Brand Equity Model (1991) and employed a quantitative research approach using both primary and secondary data. The population of the study comprised Generation Z consumers in Sri Lanka, and data were collected through a convenience sampling method. An online questionnaire was used to gather responses from a sample size of 385. The results indicate a positive correlation between all factors of customer-based brand equity—namely brand awareness, brand loyalty, brand association, and perceived quality—and consumer purchasing behavior. However, brand awareness showed a weaker relationship with consumer buying behavior compared to other variables for Metropolitan Technologies in the technological equipment market. The research findings offer valuable insights for marketers and future researchers regarding the influence of customer-based brand equity on purchasing behavior among the youth generation in the technological equipment sector.
Impact of Loyalty Program on Customer Retention with Special Reference to the Fashion Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Peter, G. J.; Herath, H. M. R. P.
In the context of a globalized economy, businesses are increasingly focused on attracting and retaining existing customers. To achieve this, organizations are investing in various marketing tools, such as loyalty programs, to maintain and manage enduring relationships with customers. The objective of this study is to gain a comprehensive understanding of the impact of customer loyalty programs on customer retention. The study identifies four primary categories of customer loyalty programs in the fashion retail industry: point systems, loyalty card systems, gift card systems, and non-monetary programs. A quantitative research approach was employed, with data collected from a sample of 350 respondents in the Western Province. Primary data were gathered through a well-structured questionnaire, utilizing a convenience sampling method, a non-probability sampling technique. Data presentation and analysis were performed using descriptive analysis, correlation, and multiple regression analysis, with SPSS as the primary analytical tool. The findings indicate a significant effect of all types of loyalty programs on customer retention. Additionally, over 68.2% of respondents reported a willingness to continue shopping at the selected store due to the loyalty programs offered. It was found that all four types of customer loyalty programs are positively correlated with customer retention. Thus, the research highlights the importance of loyalty programs and their effectiveness as a tool for customer retention.
The Impact of Green Marketing Mix on Customer Purchase Intention in the Colombo and Gampaha District of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Alawattegama, N. N. K.; Weerasiri, R. A. S.
This study aims to investigate the influence of the green marketing mix on consumers' intentions to purchase fast-moving consumer goods (FMCG) and to examine the role of gender in moderating the relationship between the green marketing mix and consumer purchase intentions. The focus of this article is on the elements of green marketing and their impact on consumers' propensity to make purchases. The study seeks to identify which factors: green product, green place, green pricing, and green promotion are most strongly associated with "green purchasing intention." Gender was employed as a moderator to assess how the green marketing mix affects consumers' willingness to spend. A structured questionnaire was administered to 150 shoppers at supermarkets in the Colombo and Gampaha districts, using a convenience sampling method. The quantitative data were analyzed using SPSS. A review of the literature indicates a gap in the thorough examination of the impact of the green marketing mix on customer purchase intentions in the Colombo and Gampaha districts of Sri Lanka. This study aims to address this gap. The findings are expected to benefit researchers interested in green consumer behavior and may assist business executives in planning environmentally conscious marketing strategies. Additionally, policymakers may find the study's results and recommendations useful for enhancing environmental protection and related policies. The research suggests, based on existing literature, that a marketing strategy emphasizing environmental sustainability can significantly influence consumers' propensity to make purchases.
The Influence of Social Media Information Sharing on Green Fashion Purchase Intention in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wickramarathne, N. O.; Patabendige, S. S. J.
The trend of "Going Green" in fashion has gained considerable popularity, with consumer interest in environmentally friendly and sustainably sourced fashion being significantly influenced by social media content. This paper aims to explore the impact of social media information sharing on green purchasing intentions, focusing on the psychological factors influencing consumer behavior. The study is based on Ajzen’s (1991) Theory of Planned Behavior (TPB), which posits that behavioral intention is influenced by attitudes (personal feelings towards a behavior), subjective norms (perceptions of others' opinions), and perceived behavioral control (one's ability to perform the behavior). The research examines the relationship between social media information and these three TPB factors, and their mediating role in green purchasing intentions. A survey-based approach was employed, utilizing online questionnaires distributed via a convenience sampling method to a tech-savvy and fashion-conscious demographic aged 20 to 39 in the Western Province of Sri Lanka. Of the 300 responses collected, data were analyzed using correlation and regression techniques with SPSS 26 software. The findings underscore the significant role of social media information sharing in shaping consumers' attitudes, subjective norms, and perceived behavioral control, all of which act as antecedents to green fashion purchasing intentions. However, the study reveals that the impact of social media information sharing on green purchasing intentions in the Sri Lankan fashion industry is positive but weak. This suggests that the industry should enhance its use of social media to more effectively influence psychological factors, such as attitudes towards green products, to better promote green fashion.
Impact of Online Customer Reviews on Purchase Intension with Special Reference to Sri Lankan Tour Packages
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Herath, H. M. S. A. N.; Herath, H. M. R. P.
In today’s constantly connected world, dominated by mobile device usage, social media, and online review sites, traditional word-of-mouth has been supplanted by digital platforms. Previously, businesses relied heavily on word-of-mouth to generate traffic and business. Nowadays, online reviews, whether positive, negative, or lacking, can significantly influence a business's success. Understanding the impact of these reviews on business reputation is crucial. A positive reputation remains a powerful marketing tool, essential for attracting new customers. Companies can leverage information from various websites, including booking.com, agoda.com, and other rating and review platforms, to address customer concerns and complaints. This study examines how consumers are influenced by their own and others' customer care experiences when selecting brands or companies for purchases. Due to challenges in information gathering, a convenience sampling technique was used to select a sample, which aimed to reduce selection errors and accurately represent the population. The sample comprised 100 respondents who had booked Sri Lankan tour packages. Primary data were collected via a structured questionnaire distributed online to respondents in the Central and Uva Provinces. The study tested four independent variables: source credibility, timeliness, valence of reviews, and length of reviews. All alternative hypotheses were accepted, demonstrating a positive impact of these variables on purchase intention. Correlation and regression analyses were conducted to evaluate these impacts.