9th Student Research Conference in Marketing (SRCM) - 2025

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644

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Author: search.filters.author.Udovita, P. V. M. V. D.Subject: search.filters.subject.Consumer Behavior

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    The Impact of Buy Now Pay Later (BNPL) Payment Methods on Impulsive Buying Behavior: The Moderating Role of Financial Literacy in the Context of E-Commerce Platforms in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Abeysundara, R. H. J. D.; Udovita, P. V. M. V. D.
    With the rapid adoption of Buy Now Pay Later (BNPL) payment methods in Sri Lanka’s e-commerce sector, this study examines their impact on impulsive buying behavior, focusing on the moderating role of financial literacy. While BNPL services provide financial flexibility and convenience, they also encourage impulsive spending by lowering perceived financial barriers. However, the extent to which financial literacy mitigates these tendencies remains underexplored, particularly in emerging economies. Grounded in the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), this study investigates the behavioral drivers behind BNPL adoption and impulsive buying tendencies. It also considers Sri Lanka’s unique socio-economic and cultural factors that influence consumer behavior. The findings provide insights for policymakers, e-commerce platforms, and financial institutions to promote responsible BNPL usage and financial education initiatives. This study adopts a deductive approach and an explanatory research design, drawing from TPB and TAM frameworks. Data were collected through a structured questionnaire administered to 385 respondents who had used BNPL services for online purchases within the past six months. Convenience sampling was used, and statistical analyses—including correlation and regression—were conducted using SPSS. Descriptive statistics, reliability analysis, and multiple regression techniques were employed to examine the relationships between BNPL usage, impulsive buying behavior, and financial literacy. The results confirm a significant positive relationship between BNPL payment methods and impulsive buying behavior. Consumers who frequently use BNPL services exhibit higher impulsive buying tendencies due to reduced perceived financial barriers, immediate gratification, and ease of deferred payments. Promotional offers, seamless checkout experiences, and psychological perceptions of affordability further drive this behavior. However, financial literacy moderates this relationship, with financially literate consumers demonstrating better control over their purchases and a heightened awareness of the long-term financial implications of BNPL usage. While financial literacy does not entirely eliminate impulsive buying tendencies, it significantly reduces their frequency and intensity. The study also highlights Sri Lanka-specific socio-economic factors, such as limited credit card penetration, varying levels of financial education, and cultural attitudes toward debt, which shape consumer behavior differently from developed markets. The study is subject to several limitations. The reliance on convenience sampling may introduce bias and limit the generalizability of findings. Additionally, the cross-sectional design prevents tracking long-term behavioral changes. Self-reported data may lead to response bias, as participants could overstate or understate their financial behaviors. Moreover, the study does not consider external macroeconomic factors, such as inflation, interest rates, or financial regulations, which could impact BNPL adoption and impulsive buying behavior. Theoretically, this study contributes to the BNPL and consumer behavior literature by integrating financial literacy as a moderating factor. Practically, the findings provide actionable insights for policymakers, e-commerce platforms, and financial institutions. To mitigate impulsive buying behavior, financial education initiatives should be integrated into digital financial services. BNPL providers should ensure transparent marketing strategies, helping consumers make informed purchasing decisions. Businesses can develop targeted consumer protection policies to encourage responsible BNPL usage while maintaining a balance between consumer spending and financial well-being. Future studies should employ probability sampling with a larger, more diverse sample to enhance generalizability. Additionally, longitudinal research would provide insights into how regulatory changes, technological advancements, and evolving consumer preferences influence BNPL adoption and impulsive buying trends over time. Exploring cross-cultural variations in BNPL usage could further enrich the understanding of its impact on consumer behavior globally.
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    Exploring the Impact of Brand Love on Consumer Purchase Intention: The Mediating Role of Brand Trust in the Soft Drinks Market in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Piyumini, L. G. M.; Udovita, P. V. M. V. D.
    This study examines the influence of brand love on consumer purchase intention in the Sri Lankan soft drinks market, focusing on the mediating role of brand trust. It addresses the research gap concerning how emotional bonds with a brand influence purchasing decisions in a culturally diverse and highly competitive market. The study highlights the significance of emotional branding and trust-building strategies in fostering customer loyalty and increasing sales. A quantitative research approach within a positive framework was employed. Data were collected through a structured questionnaire administered to a sample of 385 soft drink consumers in Sri Lanka. A deductive approach was applied to test hypotheses regarding the relationships between brand love, brand trust, and purchase intention. Correlation analysis, multiple regression analysis, and mediation analysis were conducted to validate the proposed conceptual framework. The results indicate that brand love positively influences purchase intention, with brand trust playing a partial mediating role. Consumers with strong emotional attachment to a brand tend to develop trust, which in turn drives their purchase decisions. Findings suggest that while brand love is a key driver of purchase intention, trust strengthens the relationship, particularly in the Sri Lankan cultural and social context. This study is limited by its sample size and short-term nature, restricting its generalizability across the broader Sri Lankan market or over time. Additionally, the lack of extensive prior research on the Sri Lankan soft drinks market posed challenges in contextualizing findings. Theoretically, this study contributes to the understanding of how brand love, trust, and purchase intention interact within an emotional branding framework. Practically, it offers actionable insights for Sri Lankan soft drink companies, emphasizing the importance of trust-building alongside emotional branding strategies. These insights can help brands differentiate in a competitive marketplace and cultivate long-term consumer loyalty. Future research may explore cross-cultural influences and innovative trust-building strategies across different demographic segments and industries.