9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Impact of Visual Merchandising on Gen Z's Impulsive Buying Behaviour on E-commerce Platforms in The Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Riptha, M. P. A. F.; Wanninayake, W. M. C. B.; Ekanayake, G. D.This research primarily attempts to try concerning the difference that visual merchandising creates on an impulsive buying behaviour as well as established such behaviour by consumers but particularly Generation Z (Gen Z) who are into online buying going across an e-commerce platform in the Western Province of Sri Lanka. The emergence of online shopping demanded that one understands the various consumer behaviour phenomena on impulsive buying. Particularly investigated were how such display strategies were applied in triggering impulsive buying by product displays, websites, colour schemes, and promotional visuals. The study is to fill the gap in the existing literature regarding how visual elements help to shape Gen Z's purchasing decisions while offering a window into the Sri Lankan e-commerce market. The fundamental argument proposition is that well-structured, visually stimulating websites can convince impulsive purchases very well, all channelling personal to time-limited promotional elements. This study employs a quantitative method through a structured questionnaire survey of 384 respondents. Convenience sampling is used to select respondents who frequently interact with e-commerce from the western province of Sri Lanka. This research survey was organized to find the effects of some visual merchandising techniques on impulsive buying behaviour. The setting of this research is in a country that is currently advancing into an online market: becoming popular within the young, tech-savvy audience in Sri Lanka. Descriptive and inferential statistical techniques were utilized in analysing the data to come up with meaningful insights with respect to the relationships posited between visual merchandising factors and consumer behaviour. This research indicates that an appealing web-design, flashy display of products, and colourful promotional graphics trigger impulsive buyer behaviour among consumers of Generation Z. Another effect was that personalizing visuals by formulating them according to individuals' preferences drew remarkably high impulse buying. Time-limited sales such as flash sales and countdown timers have also been confirmed to be the most prominent key contributors to impulse purchases. These results agree with prior studies that underline the stimulation of such consumer behaviour by visuals. However, in the modern mobile world, a well-optimized visual merchandising strategy becomes necessary because the majority of respondents use smartphones to access e-commerce. The integration of social media with e-commerce platforms also represents an effective way to entice spontaneous purchases through instant interactive content delivery. A few limitations attached to the present study exist, even though the study contributes immensely. The restrictions on generalizability might be processed because of convenient sampling, making the participants in the sample not very representative of the whole population of e-commerce consumers in Sri Lanka. Secondly, the inclusion of online surveys restricts the depiction of consumer decision-making in context because it appears that the data is not collected, mostly acquired from the participants via survey questions. Generally speaking, data collection is cross-sectional; thus, these cannot be expressions of cause-outcomes between visual merchandising strategies and impulsive buying behaviour. The consideration for future research might be seen factoring these two variables by longitudinal designs or engaging qualitative methods of research like interviews or focus groups for deeper insights into consumer motivations. Theoretical implications of this study with respect to consumer behaviour in the era of e-commerce mainly centre on how Generation Z responds to visual merchandising. Extending the studies of impulsive buying, the study identifies and analyses the key role of visual components in defining online shopping experiences. Based on results obtained, this study has some practical implications for e-commerce businesses in Sri Lanka. To better optimize visual merchandising strategies and to convincingly prompt consumption, the design of websites should focus on having visually attractive and mobile-optimized websites, use personalized product displays, and launch time-sensitive promotions that aim to grab consumers' attention. These can also be supplemented by getting social media involved with the experience of shopping online along with putting in interactivity aspects for better engagement and bigger impulses to purchase. Future studies can even explore the effectiveness of new technology such as augmented reality (AR) or virtual reality (VR) toward the improvement of efforts in visual merchandising and the effects of ethical consumerism and sustainability on Gen Z's decision-making processes.Item Exploring The Impact of Ai Chatbots on Brand Consideration in The Sri Lankan E-Commerce Industry: The Moderating Role of Consumer Emotions(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Neeliya, M. D. S.; Karunanayake, R. K. T. D.This study investigates the influence of Artificial Intelligence (AI) chatbots on brand consideration within Sri Lanka’s rapidly expanding e-commerce sector. It examines how consumer interactions with AI-powered chatbots impact their brand evaluation and decision-making processes. Additionally, the study explores whether consumer emotions moderate the relationship between chatbot interactions and brand consideration, offering insights into the emotional dynamics of digital consumer engagement. A quantitative research methodology was adopted, utilizing an online survey distributed to a stratified random sample of 384 Sri Lankan consumers aged 20 to 45 years who had interacted with AI chatbots on e-commerce platforms within the past six months. The study incorporated primary data on consumer perceptions, attitudes, and behaviors related to chatbot interactions, supplemented by secondary data from academic literature and industry reports. Data analysis included descriptive statistics, correlation analysis, and regression analysis, conducted using IBM SPSS Statistics 25 Findings from the regression analysis reveal that AI chatbots account for 79.0% of the variance in brand consideration (B = 0.814, p < 0.05), confirming their substantial impact on consumer decision-making. However, the hypothesized moderating role of consumer emotions was not supported (B = 0.0004, p = 0.9851), indicating that chatbot interactions influence brand consideration independently of emotional factors. These results suggest that Sri Lankan e-commerce businesses should prioritize AI chatbots’ technical efficiency, reliability, and functionality rather than attempting to tailor chatbot interactions to consumer emotions. Businesses would benefit from developing AI chatbots that provide clear, consistent, and value-driven interactions rather than focusing on creating emotionally nuanced experiences. From a theoretical perspective, this study enhances the Customer-Based Brand Equity (CBBE) model by emphasizing AI chatbot interactions as a key driver of brand consideration. It also refines Brand Personality Theory, illustrating how AI chatbots can convey brand attributes and influence consumer perceptions without relying on emotional engagement. Practical implications suggest that Sri Lankan e-commerce businesses should invest in technically robust and user-friendly AI chatbots to enhance consumer engagement and brand perception. Additionally, policymakers and digital marketplace stakeholders should consider these findings when promoting responsible and effective AI integration in the e-commerce sector. Despite its contributions, the study has certain limitations. The cross-sectional design restricts the ability to assess long-term behavioral changes among consumers. Moreover, reliance on self-reported data introduces the potential for response bias. The study also does not account for individual chatbot features or advanced emotion measurement technologies, which may play a role in shaping consumer interactions. Future research could explore these aspects further, incorporating longitudinal approaches and experimental designs to deepen the understanding of AI chatbot effectiveness in digital consumer engagement.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.Item Exploring the Role of Personalized UX/UI in Driving Customer Loyalty: The Mediating Influence of Satisfaction and the Moderating Role of Culture in Sri Lankan E-Commerce(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nawanjana, H. R. S.; Subasinghe, S. M. A. N. M.This study focuses on how consumer loyalty is affected by user experiences (UX) and personalized user interfaces (UI) in Sri Lanka's e-commerce sector. E-commerce is changing consumer behavior, especially in economies that are developing. It is important to understand how customized design features affect client retention. By investigating the moderating impact of cultural factors and the mediating function of customer satisfaction, this research aims to address important gaps in the literature. In order to offer insights into developing more captivating and loyalty driven e-commerce platforms, it examines the interaction between technical personalization and culturally appropriate design techniques. The nature of the research design is quantitative, and for that purpose, questionnaires were distributed among E-commerce users in the Colombo District. In this regard, the total sample size is 396, which is more than the minimum required of 385 at a confidence level of 95% and margin of error of 5%. The sampling followed will be simple random sampling to make the sample representative and reduce bias. Data analysis was performed in SPSS using a number of techniques: correlation analysis to investigate relationships between variables, regression analysis to estimate direct and combined effects, and mediation/moderation analysis to investigate the role of customer satisfaction and cultural considerations. Reliability and validity of measures were confirmed using Cronbach's Alpha and factor analysis, respectively. The findings indicate a positive, robust relationship between personalized UX, UI design and customer loyalty, with customer satisfaction playing a major mediating role. This aspect of personalization was translated into features which had to be considered in design phase, such as intuitive navigation, culturally aligned design elements, tailored recommendations, etc. All of these were bolstered by user satisfaction which in turn encouraged loyalty. In addition, culture was a significant moderating factor affecting responses to personalized UX, UI across demographic groups. These findings highlight the need for E-commerce platforms to customize their designs to accommodate the cultural and social preferences of their target audiences. A few limitations in this study have to be acknowledged. First, the geographical limitation of this study to the Colombo district alone restricts generalizing findings to other regions of Sri Lanka, given the existing different economic and cultural dynamics in those areas. Second, reliance on self reported survey data introduces biases associated with social desirability and recall inaccuracies. Lastly, the study's scope was limited to customer satisfaction and cultural considerations, and thus other potential moderating factors include technological literacy and economic status, which were left for future exploration. Addressing these limitations in subsequent research can enhance the comprehensiveness of the findings. Implications are both theoretical and practical. Theoretically, this adds to the body of increasing literature in e-commerce personalization about how UX, UI design and cultural consideration play a dual role in shaping customer loyalty. Practically, actionable insights are given for e-commerce practitioners operating in Sri Lanka and other similar markets. It is done by a culturally sensitive design strategy and personalized UX and UI elements. This, in turn, goes on to help build long-term loyalty in customers. The study further outlines that continuous improvement and user feedback mechanisms should be used to fine-tune design elements through changing consumer needs. In this relationship, future research may involve extending the geographical scope by including rural and suburban areas to get a broader insight into E-commerce user behavior in Sri Lanka. They could also delve into what extent emerging technologies, like artificial intelligence and machine learning, are being used for further personalization of UX and UI designs. Comparisons with other developing markets also add depth to the overall generalizability of findings globally.