ICBI 2024 - Full Papers

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A Conceptual Review on Effectiveness of AI-generated Content on Customer Experience; Special Reference to Social Media Platforms
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Piyumali, M.; Hewapathirana, N. T.; Bandara, B.S.S.U.
This paper reviews the impact of AI-generated content on customer experience on social media platforms, focusing on automation and personalized consumer engagement with the key aspects. The review examines current literature to identify critical factors for leveraging AI technology in social media content creation, addressing both the benefits and potential drawbacks, including emotional authenticity and ethical concerns. Further, the articles that were referred from the indexed journals account for over 25 papers. When looking for the articles, the terms "generative AI," "AI-generated content," and "customer experience" were entered as keywords. In conclusion, this study's deductive approach reviews the concepts and empirical contributions. AI can enhance consumer engagement through personalized experiences and increased efficiency. However, concerns about emotional authenticity and ethical considerations need to be addressed. The study emphasizes the need for ethical AI practices and robust evaluation methodologies. The review is conceptual and may lack empirical data to support some findings. Further the findings will be changes based on the generative AI platforms as well. The paper highlights the importance of interdisciplinary collaboration to understand the interplay between AI, content creation, and consumer experiences. It emphasizes the need for ethical AI practices and robust methodologies to evaluate AI-generated content's impact on user experience.
Academic Success among Trincomalee Campus Management Students: Exploring Academic Self-Efficacy, Technological Self- Efficacy and Prior Learning in Accounting Education
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Delima, V. J.
This study examines the multifaceted factors influencing academic success among first-year management students at Trincomalee Campus, Eastern University, Sri Lanka, focusing on the roles of Academic Self Efficacy, Technological Self Efficacy, and Prior Learning. Through a comprehensive analysis incorporating demographic profiles, survey responses, and regression modelling, the study elucidates the interplay between these variables and their impact on students' performance in accounting education. Results reveal a positive correlation between Academic self-efficacy, Technological self-efficacy, and academic success, underscoring the pivotal role of students' confidence in their academic abilities and technological proficiency. While Prior Learning also contributes to academic achievement, its influence appears comparatively weaker. These insights highlight the importance of cultivating a supportive learning environment that enhances students' confidence and proficiency in key academic and technological domains to optimize their academic outcomes in accounting education. The study contributes to the understanding of factors shaping academic success and informs targeted interventions aimed at fostering student empowerment and excellence in accounting education.
An Empirical Analysis of The Firm-Specific Internal Factors on the Profits of Insurance Companies in Sri Lanka
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Hansini, W.W.; Sudasinghe, S. L.; Fernando J.A.H.P.
The insurance sector plays an important role in the national economy, managing risks and providing financial security. The goal of every company is to achieve optimal profit. Profits are important to investors and management as sources of dividend payments and growth. For insurers and regulators, profits provide additional protection against insolvency. Therefore, companies must identify the factors that affect their profits. This study investigates the impact of premium income, claim expenses, risk-based capital, underwriting results, and investment return on the profit of life and general insurance companies in Sri Lanka. The study sample consists of all life and general insurance companies in Sri Lanka from 2016 to 2022. A quantitative approach is used for this study. Independent variables include premium income, claims expenses, risk-based capital, investment returns, and underwriting results. Profit is considered the dependent variable in the regression model. Descriptive analysis, correlation analysis, and panel data regression are used to analyze the data in this study. As a result, the profit margin of insurance businesses in Sri Lanka would be greatly impacted by premium income, claims expenses, risk-based capital, investment return, and underwriting performance. The regression results could not reject every null hypothesis for the life and general insurance industry. More specifically, neither model rejected the null hypothesis that claimed that profit is not much impacted by risk-based capital and investment return. The analysis showed that underwriting outcomes, claims costs and premium income significantly affect profit.
Analysing the Impact of Voluntary Simplicity on Sustainable Fashion Clothing Purchase Intention among Young Consumers in Sri Lanka: Testing the Mediating Effects of Environmental Activism and Consumer Learning
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Ariyasena R.G.S.; Rathnayaka R.M.U.R.K.
The developed world has shifted from primarily satisfying basic human needs to focusing on voluntary simplicity, a lifestyle that emphasizes intangible aspects like relationships, community, and personal growth. This approach reduces consumption and promotes environmental values, making individuals more aware of the consequences of their choices on the planet. The connection between past learning and feature-benefit associations allows consumers to prioritize aspects that are more relevant and merit greater attention during fresh learning. According to that, this research offers new insights into the impact of voluntary simplicity on sustainable fashion clothing purchase intention among young consumers in Sri Lanka: testing the mediating effects of environmental activism and consumer learning. In this study researcher use descriptive, quantitative research design with a deductive research approach and quota & judgment sampling methods has been used for the data collection. Overall findings revealed that Voluntary Simplicity positively affect Consumer Purchase Intention. This study introduces consumer learning as a novel mediating factor in the relationship between voluntary simplicity and sustainable fashion purchase intention, offering new insights into consumer behavior. As well as voluntary simplifiers fabricate a positive relationship on environmental activism and consumer learning. Further, the study revealed implications for Voluntary Simplicity in Sri Lanka through exploring Consumer Purchase Intention. Moreover, the study also suggests best practices for fashion industry parties in product offerings and other strategy development.
Analysis of Public Satisfaction of Service Quality in Gampaha Municipal Council.
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Pramuditha, S.; Karunarathne, L.; Indumini, A.
Local governments in Sri Lanka represent the lowest tier of the administrative structure, where clients hold clear expectations of efficiency and effectiveness. This study aims to apply the SERVQUAL model to measure public satisfaction with service quality in the Gampaha Municipality. The research involved a sample of 100 and used purposive sampling technique to select service users from various departments within the Gampaha Municipality. A self-administered, Likert-scaled questionnaire was developed to separately measure the variables. The study's findings indicate a significant relationship between all the measured variables and public satisfaction. This research is particularly notable as it addresses a gap in existing literature; no previous studies have investigated the service quality of local government in Gampaha Municipality using the SERVQUAL model. The implications of this study are significant for local governments and policymakers. Future research could expand on this study by exploring other service quality dimensions within the SERVQUAL model and applying similar methodologies to other local government agencies.
Assessment of Public Debt Sustainability Using Debt Dynamics Equation Approach:AComparative Study of Sri Lanka,India and Pakistan
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Sandamali D.M.D.C.; Kumarasinghe P.J.; Kankanamge K.S.
The enduring feasibility of government debt is a widely discussed issue that significantly affects the formulation of public policies. It has a critical impact on the fiscal development of a country, and it is an essential feature of well-established macroeconomic policy. This research focused on assessing public debt sustainability by using the debt dynamics equation modified by Chandia based on the original work of Romer. This research examines the sustainability of public debt in Sri Lanka, India, and Pakistan, focusing on the factors influencing variations in debt levels from 1990 to 2020. The initial section of the study highlights the factors that contribute to changes in debt stock. According to the analysis, the difference between the interest rate and growth rate, adjusted for the public debt stock, had a substantial effect on changes in debt levels in Sri Lanka, India, and Pakistan. Furthermore, the disparity between the primary budget balance and changes in reserve money negatively affected debt levels in both India and Pakistan. A separate annual sustainability assessment of public debt is performed for each of the three countries. The findings of the analysis are grounded in two conditions of debt sustainability. The study reveals that the countries in question have faced unsustainable or marginally sustainable debt levels for an extended period. It emphasizes the need for fiscal and monetary policymakers to intervene in order to establish sustainable public debt levels within these nations.
Business Simulation Games in Innovation Management: A Systematic Literature Review
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) De Silva, T.R.; Yatigammana K.; Jeners, N.
The use of business simulation games in organizational change and capacity building has grown significantly. Yet, a thorough understanding of how empirical studies on business simulation games contribute to innovation management remains elusive. To address this need, a systematic review was conducted, encompassing articles published between 2003 and 2023. A meticulous selection process yielded 23 empirical studies, employing the PRISMA model to shed light on the role of simulation games in innovation management. Through the synthesis of the gathered outcomes, it was conclusively established that simulation games serve to enhance requisite skills, instigate positive behavioural transformations, and validate the design process of simulation games. The research predominantly relied on experimental studies and Design-Based Research methods to substantiate these claims. Nevertheless, it is imperative to note that future investigations should establish wider generalizability of these findings and facilitate the creation of simulation games that closely mirror the innovation processes inherent within organizations. This study is significant as it is the first systematic review in this area. It enhances our understanding of the development of simulation games over the last twenty years and outlines directions for future research.
Corporate Sustainability Goal Setting of Indian Companies: An analysis of NIFTY 250 Companies
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Dr. Soha Khan
To embrace CSR in its entirety, businesses must understand it as a multilayered concept with four interrelated and often overlapping dimensions, namely, economic, legal, ethical, and philanthropic. Publishing of sustainability information and data into the mainstream report brings it to the attention of investors and shareholders and allows a wider, more sustainable conception of value to foster. As ESG and sustainability gain paramount importance globally, Indian enterprises are increasingly recognizing the importance of corporate sustainability goal setting, complying and revising those goals and their contribution to global SDGs, as a potential to drive positive impact, enhance transparency and foster value creation. The aim of this study is to investigate the degree to which businesses include environmental and social goals in their sustainability reports. This paper examines the status of sustainability targets set by Indian companies. Specifically, the trends of environment-related and social goals are analyzed by comparing the period of setting each goal over the five years from 2019 to 2023. The report also analyzes the status of Indian companies' commitment to the Sustainable Development Goals (SDGs) and their responses to each of the 17 goals from 2020 to 2023. The analysis shows that companies do set their sustainability targets for specific years, such as 2030, but the frequency of target revision is not as frequent as in ordinary medium-term management plans. While the setting of long-term targets was influenced by industry in terms of environment-related targets, there were few industry-specific characteristics in terms of social-related targets. The construction industry companies showed a high rate of disclosure and a long period for setting both environment and social-related targets. Since the United Nations approved the SDGs in 2015, Indian companies have been trying to more proactively reflect the SDGs in their business management, and the number of companies disclosing their commitment to the SDGs has been increasing. However, the priority has been placed on activities related to manufacturing and consumer responsibility, which are close to their core business, and on activities related to global warming. Through these studies, this paper attempts to contribute to the existing research on the status of setting sustainability goals by presenting evidence, especially in relation to corporate plans.
Customer Readiness and Adoption Potential of Fintech in Sri Lanka: An Empirical Investigation Using Online Platform
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Weerasinghe, K.G.; Hettiarachchi, T.R.; de Zoysa, R.P.S.; Kethmi, G.A.P.
This study investigates the readiness of Sri Lankans to adopt fintech and explores its adoption potential. The research uses demography, financial health, financial literacy, e-readiness, mental preparedness, and overall sentiment toward fintech as independent variables, with Customer Fintech Usage (CFU) as the dependent variable. The objectives were to assess the relationships between these factors and fintech usage and to build an index representing fintech readiness. Data were gathered through a structured questionnaire from a sample of 396 respondents across all nine provinces of Sri Lanka, derived from an internet user population of 1,458,000 as of January 2023. Regression analysis revealed that while demographics and mental preparedness did not show significant relationships with fintech usage, financial health, financial literacy, e-readiness, and overall sentiment positively influenced CFU. The model accounts for 42.14% of the variability in fintech usage (R-squared = 0.4214). Additionally, the findings indicate that a Customer Fintech Readiness Index can be constructed based on the supported relationships. The findings indicate that although Sri Lanka’s current fintech readiness is relatively low, there is strong potential for growth in the future as these factors continue to evolve.
Design and Development of a Reusable Chatbot for Fashion Recommendations: Sinhala Language as a Case Study
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Sugathadasa P.D.C.M; Yatigammana M.R.K.N; Wijayarathna G.
People communicate about their lifestyles, ideas, and social standing through fashion. Due to the ever-evolving desires and personal preferences and the availability of a wide range of options, selecting the ideal fashion design becomes difficult for customers. As a result, recommendation systems and chatbots have come to the market. In Sri Lanka, these chatbots are only available in English; thus, they are restricted in their ability to serve most Sinhalaspeaking community in Sri Lanka. To solve the said problem, this study builds a Sinhala fashion recommendation chatbot. This research focuses on the development of a chatbot developed using Python Flask. It uses OpenAI's GPT-3.5 Turbo to understand and generate human-like responses and Bing Translator to communicate in Sinhala language. The fashion problem solution was developed using the Soft Design Science Research Methodology (SDSRM). The chatbot was designed and developed using component-based software engineering (CBSE), which allows one to easily develop a complex application like a chatbot and export it to other domains. This makes it easy to deploy the chatbot for different purposes in business, education, or any other field with minimal modification. A hosted chatbot prototype was evaluated using a Google Form to obtain feedback. Users reported satisfaction with the personalized style suggestions, indicating the system's potential effectiveness. The unique achievement of this study was building a reusable chatbot module by combining several components; therefore, with minimum modifications, the chatbot can be customized to other domains as well.
Dynamic Stakeholder Collaboration for Responsible Tourism 576 Development: Insights from Sri Lanka's Tourism Governance
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Pattiyagedara P.G.S.S.; Ranasinghe J.P.R.C.; Arachchi R.S.S.W.
The achievement of responsible destination management is widely acknowledged on the effectiveness of governance mechanisms while accompanied by a shift in the field of tourism planning and development towards prioritizing sustainability. This study employs content analysis to analyze data collected from interviews, aiming to understand the perspectives of diverse stakeholders, including policymakers, tour operators, service providers, community residents, and other tourism stakeholders. The findings reveal that stakeholders have diverse interests and concerns, including economic benefits, environmental sustainability, cultural preservation, and community well-being. Building on these findings, the researcher proposes a multi-stakeholder analysis model that emphasizes collaboration and the establishment of roles to govern sustainable destinations effectively. The model, depicted as a dynamic wheel of stakeholders, illustrates how each stakeholder group can contribute to promoting responsible tourism. This research contributes to the literature by providing insights into stakeholder dynamics and offering a practical framework for stakeholders to engage in responsible tourism development in Sri Lanka.
Effectiveness of Different Value at Risk Models in Predicting Stock Prices during Covid-19: The Case of Colombo Stock Exchange
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Alagiyawadu N.M.; Perera S.S.N.; Bandara Y.M.
This paper assesses the predictive capabilities (the performance and the reliability) of three widely used Value-at-Risk (VaR) models in forecasting stock values before and during a major economic disruption. Utilizing trading data from companies listed on the Colombo Stock Exchange in Sri Lanka, the research compares the performance of Parametric VaR, Historical Simulation VaR, and Monte Carlo VaR models across two distinct periods - the pre-Covid-19 era and the volatile pandemic market conditions. The analysis delves into how effectively these VaR methodologies capture and anticipate market volatilities and potential losses, offering valuable insights for financial risk management practices. The dataset is divided into three periods: pre-Covid-19 (01 February 2019 to 11 March 2020), during Covid-19 (11 March 2020 to 15 June 2021), with 270 observations for each period, and finally considering both periods. This split enables a balanced analysis of VaR model performance across different market conditions. By evaluating the model outputs across eight financial assets, including individual stocks, indices, and a diversified portfolio, the paper provides a comprehensive assessment of their strengths and limitations in turbulent market environments. The study's findings reveal that, based on backtesting, the Historical Simulation VaR model outperforms other models in predicting market risk. The Parametric VaR model shows moderate effectiveness, while the Monte Carlo VaR model proves to be the weakest in capturing market volatility. The findings shed light on enhancing the usability and applicability of VaR analysis during periods of extreme uncertainty, such as the Covid19 pandemic. The paper aims to empower risk managers, investors, and financial professionals with data-driven strategies to mitigate risks and make more informed investment decisions, even in the face of unprecedented market conditions.
Enhancing Online Shopping Behavior: A Deep Dive into Website Personalization, Usability, Content, and Trust Among Women, Sri Lanka
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Prasadani, V. D. A.; Niwarthana, H. W. R.
With the increasing popularity of online shopping facilitated by the Internet, consumers are increasingly electing for the convenience and advantages offered by online platforms over traditional brick-and-mortar outlets. The research explores into the impact of Website Personalization (WEP), Website Usability (WEU), Website Content (WEC), and Website Trust (WET) on the Online Shopping Behavior (OSB) of the targeted demographic. The study employs rigorous methodologies to draw generalized conclusions based on the responses of 312 participants from the Central province. The sample respondents were selected through a convenience sampling method, comprising online retail customers who have either visited or made purchases from clothing websites. Results indicate a positive influence of WEP, WEU, WEC and WET on OSB, with significant relationships identified. Notably, WEU emerges as the most influential factor, as evidenced by its highest value in correlation analysis. The implications of the study's findings are discussed, and recommendations are provided based on the identified factors. The research contributes valuable insights to the understanding of OSB in the context of clothing websites, providing stakeholders with actionable information to enhance their platforms and better cater to the preferences and needs of Central province Sri Lankan female customers.
Equipment Replacement: A Stochastic Approach Considering Financial and Failure Costs
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Vicentin, D. C.; Oprime, P. C.; Moralles, H. F.; Duppati, G. R.
There are various motives to substitute productive equipment, with equipment degradation being one of the main factors. Equipment degradation involves the expenses of malfunctions that become costly over time, resulting in loss to the company. However, there is a scarcity of research that approaches the problem from a stochastic perspective. The incorporation of randomness in decision models signifies a progression in the quality of equipment replacement decisions. Thus, this research aims to analyze the advantages of the stochastic approach compared to the deterministic one, which is widely adopted. The results indicate that it is not advisable to generalize procedures that use a single sample size of failure data as a rule for equipment replacement decisions.
Examining the Impact of Organizational Politics on Employee Commitment: The Moderating Role of Political Skills among Public Sector Employees in Sri Lanka.
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Mayuran, L.; Thasika, T; Manjula, S
This study assesses the importance of organizational politics in shaping employee commitment, emphasizing the complex interactions between perceived politics and individual characteristics. Specifically, we examined the moderating role of political skills in the relationship between perceived politics and employee commitment. The specific impact of political skills on employee commitment related to organizational politics is an unexplored area, particularly in Sri Lanka. Therefore, this research aims to bridge this gap by not only examining the negative relationship between organizational politics and employee commitment but also clarifying the moderating effect of political skills. The present study focuses on public sector employees in Sri Lanka. Out of 400 questionnaires distributed, a total of 211 questionnaires were returned and usable. We used a convenience sampling method to capture the complexity of this relationship. The study revealed a significant negative relationship between perceived politics and employee commitment. Furthermore, our findings highlight the significant role of political abilities as a moderator, demonstrating how individuals' confidence in their abilities moderates the effects of perceived politics on commitment. Therefore, political skills positively moderate the relationship between organizational politics and employee commitment. Our study underscores the importance of organizations recognizing and mitigating the adverse effects of organizational politics on employee commitment. Additionally, it emphasizes the importance of considering individual characteristics such as political skills to effectively understand and manage workplace dynamics. This research contributes to both theoretical advances and practical implications for organizational management and human resource practices.
Factors Influencing the Migration Intention of Sri Lankan Apparel Industry Executives
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) De Silva, H. W.; Devadas, U. M.
The apparel industries in Sri Lanka are the largest exporters of high-quality apparel products to global brands. With global recognition, migration opportunities have increased, and recently, there has been an increase in the migration tendency of Sri Lankan professionals involved in the apparel industry. However, there is a lack of research on factors influencing migration intentions in the Sri Lankan context. Therefore, this study investigates the factors influencing Sri Lankan apparel industry executives' migration intentions, analyzes their level of intention, and determines the impact of these influencing factors on Sri Lankan apparel industry executives. A study using positivist philosophy and deductive methods was conducted on 248 executive employees in the Sri Lankan apparel sector. The study utilized an individual- level survey-based questionnaire method, analyzed using descriptive statistics, reliability, normality analysis, and multiple regression to test hypotheses. The study found a significant positive relationship between push and pull factors of migration intention and the migration intentions of Sri Lankan apparel industry executives. The findings suggest that policies should be developed to retain the skilled workforce in the industry, reducing migration tendencies. These policies should include micro and macro policies related to improving working conditions and involvement in political and economic issues.
Financial Development and Environmental Degradation in the South Asian Region
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Ranasinghe R. A. N. P.; Weerasinghe W. D. J. D.; Abeyrathna R.M.L.M.
This study evaluates the possible long-term effects of financial development on environmental degradation. It emphasizes how financial development, institutional structures, and foreign investment determine the level of green development. The research uses the deductive approach. The data is extracted from the World Bank Statistics. The sample comprises seven countries in the South Asian region, and information is gathered from 2000 to 2020. Foreign direct investment, broad money supply, and domestic credit to the private sector are used to evaluate financial development. Energy use, CO2 emissions, greenhouse gas emissions, and the depletion of natural resources are used to measure environmental degradation. The data are analyzed using panel data linear regression analysis. The researcher’s findings conclude that Financial Development has a negative relationship with the four measures of Environmental Degradation in the South Asian region. This article reviews the relationship between financial development and environmental degradation in South Asia. In contrast to previous literature, the authors provide a broad money supply as an economic development variable instead of bank credit to the private sector. Also, this article reviews recent data up to the year 2020. Future researchers can develop an alternative methodology to study only using secondary data, and future researchers can use primary data for this type of study.
Impact of Green Loans on Financial Performance: Evidence from Sri Lankan Licensed Commercial Banks
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Senevirathne E.W.D.P.B.; Dissanayake D.M.U.H.; Jethusan J.
To examine the impact of Green Loans on the Financial Performance, through examining the complex relationship between green credit and the financial performance of licensed commercial banks. This study includes ten private sector banks and two public sector banks for the period 2015 to 2022. Financial performance measured using Return on Assets (ROA) and Return on Equity (ROE). Regression analysis through two models for ROA and ROE were used for analyzing the acquired data and in addition normality test, hausman test and interdependency test were performed. As there are several articles on green banking concept and how its impact on financial and non-financial performances, this study investigates the relationship between green loans and financial performance, and the impact of green loans and financial performance. Although the previous literatures’ results are inconclusive, this research study shows that there is a significant negative impact of Green Loans on the Financial Performance of the Licensed Commercial Banks in Sri Lanka. This research navigates the complex landscape of green loans and their impact on the financial performance of Sri Lankan banking sector, providing nuanced insights into both academic discourse and practical decision-making in the financial sector.
Impact of Microfinance Services on the Performance of Micro and Small Enterprises Special Reference to Maharagama Area
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Weerasekara, P. H.; Wijetunge, W.A.D.S.
Microfinance is an economic development tool that provides financial services such as small loans, savings, micro leasing, and money transfers to poor people. Micro and small-sized enterprises (MSEs) are recognized around the world for their critical role in driving grassroots economic growth and promoting equitable, sustainable development. The purpose of this study is to examine the impact of microfinance services on the performance of MSEs in the Maharagama area. A sample of 357 micro and small enterprises benefiting from Samurdhi Bank in the Maharagama area was selected using simple random sampling method. The Microfinance services - micro-credit, micro-savings, and micro-training were considered as independent variables while the enterprises’ performance was considered as dependent variable. Data were collected by issuing a structured questionnaire and correlation analysis, regression analysis and factor analysis were done to measure the impact of financial services on performance of MSEs. The results indicated that microfinance services significantly affect MSE performance. Specifically, micro-credit enhances operational capacity and growth potential, while micro-training improves managerial skills and business practices. These insights are valuable for policymakers, for formulating policies to foster economic growth, job creation and creating an environment conducive to the success of micro and small enterprises.
Impact of Virtual Learning Exposure on Students’ Satisfaction during the Covid-19 Pandemic Epoch: A Study at Sri Lankan University
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Manjula, S.
The swift shift to virtual education due to the COVID-19 pandemic required a detailed assessment of students' satisfaction with this new learning environment. This study aims to examine the factors influencing students' satisfaction with online learning, focusing on how challenges of e-learning, learner motivation, and interaction affect their experience. Specifically, it investigates the extent to which these independent variables such as challenges of e-learning, learner motivation, and interaction impact students' satisfaction with online education during the COVID-19 pandemic, with a focus on the University of Jaffna in Sri Lanka. The study seeks to determine how these factors contribute to students' overall satisfaction with the transition to online learning. Using a convenience sampling, data gathered from 100 students at the University of Jaffna through a structured questionnaire. The data were then analyzed with SPSS version 25.0, utilizing Multiple Regression Modeling to evaluate the proposed hypotheses. This study highlights the strong correlation between learner motivation and student satisfaction in online education, especially during the COVID-19 pandemic. This study findings indicate a significant and positive relationship between student satisfaction and learner motivation, with learner motivation having the most substantial impact on satisfaction. Although e-learning challenges and interaction did not significantly influence satisfaction, this study has implications in practical, theoretical, and managerial areas. These results enhance comprehension of the factors influencing online learning satisfaction during exceptional global difficulties. Future research should expand to other universities and include perspectives from teachers and staffs to enhance generalizability.