9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
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Item Impact of Buy Now, Pay Later (BNPL) Options on The Purchase Decision on E-Commerce Platforms in Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Alwis, W. C. S.; Udara, S. W. I.This study explores how Buy Now, Pay Later (BNPL) choices affect consumer purchasing intentions in the e-commerce sector, with a focus on Sri Lanka's Western Province. The study is prompted by the increasing use of BNPL services in emerging economies, where traditional credit is typically scarce. Despite BNPL's increasing global popularity, a considerable gap exists in understanding its implications for consumer behaviour, particularly in developing countries. This study fills a vacuum by studying the relationship between BNPL services and consumer purchasing decisions, focusing on four major factors: customer perceived value, promotional techniques, consumer financial literacy, and ease of use. By investigating these variables, the study seeks to provide insights into how BNPL options influence purchasing behaviours and contribute to the broader e-commerce landscape in Sri Lanka. The study uses a quantitative research design to comprehensively investigate the effects of BNPL alternatives. To guarantee inclusion, data were collected from 346 participants using standardised questionnaires available in both Sinhala and English languages. These questionnaires included demographic questions and measures that used Likert-scale responses to assess perceptions of BNPL services. The study used statistical tools such as descriptive analysis, correlation analysis, and regression modelling to determine relationships between the independent variables: customer perceived value, promotional strategies, financial literacy, ease of use and the dependent variable purchase intention. The study's findings provide several important insights. First, customer perceived value appeared to be a major factor in purchase intention, emphasising the significance of consumers' perceptions of BNPL as a useful financial tool. Second, promotional methods were determined as the most influential of the four variables. Targeted advertising, such as discounts or installment benefits linked to BNPL possibilities, have been demonstrated to dramatically increase consumer desire to use BNPL and make purchases. Third, consumer financial knowledge was important, as people with higher financial literacy levels were better able to navigate BNPL terms, resulting in more confident purchasing decisions. Finally, ease of use, while important, had a less extensive link with purchase intentions than the other characteristics. This implies that while user-friendly interfaces and smooth integration of BNPL alternatives are significant, they may not have the same impact on consumer behaviour as promotional methods or financial knowledge. These findings align with previous research highlighting the importance of flexible payment alternatives and financial awareness in changing customer behaviour. The findings support all four assumptions, demonstrating that BNPL services can greatly influence consumer purchase intentions by providing ease and affordability. Furthermore, the study emphasises the importance of promotional methods as a main driver of customer engagement, implying that e-commerce platforms might use targeted marketing campaigns to increase acceptance of BNPL services. By addressing financial literacy, the study underlines the importance of consumer education activities to reduce problems related to BNPL use, including over-indebtedness and impulsive purchasing. The study's consequences are theoretical and practical. From a theoretical standpoint, the study adds to the expanding body of information about consumer behaviour and digital payment systems by combining ideas from the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour. These concepts provide a solid foundation for studying the psychological and behavioural dynamics that drive BNPL uptake. The findings provide actionable advice to stakeholders such as e-commerce platforms, BNPL providers, and legislators. To increase consumer trust, e-commerce platforms should improve the transparency of their BNPL offers, such as repayment schedules and interest rates. Targeted advertising activities can boost the desirability of BNPL choices, especially during peak shopping periods or holiday seasons. BNPL providers are urged to work with educational institutions and financial organisations to promote financial literacy, ensuring that consumers understand the possible risks and benefits of deferred payment plans. Policymakers can use the study’s findings to develop regulatory frameworks that safeguard consumer interests while fostering innovation in digital payment systems. For instance, regulations could mandate clearer disclosure of BNPL terms and implement safeguards against predatory lending practices. The study admits a few shortcomings despite its contributions. The study's conclusions may not be as applicable to other areas or nations with distinct cultural and economic contexts due to its geographic confinement to Sri Lanka's Western Province. Future research might also look at the impact of BNPL on certain demographic groups, such as low-income people, the elderly, or specific professional categories, to gain a more comprehensive understanding of its influence.Item Identify the Impact of SEO on User engagement in E-Commerce Platforms(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ilangakoon, N. G.; Udara, S. W. I.This research investigates the impact of Search Engine Optimization (SEO) on user engagement in e-commerce platforms, addressing a critical need in the digital marketplace. With the e-commerce sector becoming increasingly competitive, understanding how SEO factors influence user behaviour is vital for businesses seeking sustainable growth. The study examines four independent variables, Media Quality, Information Quality, Keyword Optimization, and Links/URLs, to determine their effect on the dependent variable, User Engagement. This research fills a significant knowledge gap in the broader literature on digital marketing and consumer engagement by identifying actionable insights into how SEO practices can enhance user interaction, satisfaction, and retention. The study adopts a deductive research approach and data are collected by means of a quantitative survey. The sample was obtained by a structured questionnaire from 384 e-commerce users in Sri Lanka. Statistical techniques, including reliability analysis, correlation analysis and ordered probit regression analysis, were used for data analysis. Statistical analysis was done with the help of SPSS software, making its result valid and authentic. The research establishes that all four independent variables influence user engagement in e-commerce platforms. Media Quality was established as significant. It further showed that items such as images and videos improved user attractiveness and engagement. Information Quality also revealed a positive impact, though significant at p<0.05, where users expressed a preference for timely, accurate, relevant, and readily understandable information that assists in decision-making and builds users’ trust. Keyword Optimization was identified to assist in enhancing the platform's reach and attaining more organic traffic and, therefore, engagement. Imagery also showed a perfect predictive relation and underscored the need for readily accessible and clean Links/URLs in order to optimize the level of user satisfaction and activity. The research results support the proposition that SEO activities play a significant role in mediating the user experience and encouraging interaction within e-commerce contexts. There are several limitations inherent in the study. First of all, Although the sample size of the study comprised 384 participants, slightly heterogeneous, it cannot be said that it is highly generalizable to all users of e-commerce platforms. Also, the study is carried out in a time-wiped snapshot, which makes it difficult to determine the differences in results between different periods. Another potential source of bias is survey data; it also lacks the possibility to study the changes of user engagement over time. Last, employing certain statistical techniques, namely, ordered probit regression might hamper the generization of the findings to other settings. There should be high-quality media assets with concepts relevant and clear to information seekers, and SEO must match users’ habits. Moreover, it is vital to keep well organized hyperlink and URL`s for the better site navigation and accessibility. This research should be extended further to investigate other new SEO trends that may include voice search and AI, among other techniques to improve user engagement techniques.