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

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

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Subject: search.filters.subject.Perceived Ease of Use

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    Tapping into Impulse: Exploring the Influence of Promotional Push Notifications of Mobile Shopping Apps on Impulsive Buying Behavior with Special Reference to the Western Province, Sri Lanka: Examining the Moderating Effect of Money Availability
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Thathsarani, M. I.; Karunanayake, R. K. T. D.
    This study investigates the impact of promotional push notifications in mobile shopping applications on impulsive buying behavior within Sri Lanka’s E-Commerce industry, focusing on mobile shopping app users in the Western Province. Consumers frequently receive push notifications designed to capture attention and drive purchases. However, despite the rise of digital transformation efforts and industry data, daily transaction volumes remain significantly low, particularly in the Western Province, a key hub for online shopping. This study addresses this gap by examining the characteristics of promotional push notifications, specifically Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), as derived from the Technology Acceptance Model (TAM), and their impact on impulsive buying behavior. The study further explores the moderating role of Money Availability, offering a data-driven foundation for its findings. Following a positivist research philosophy, this study adopts a deductive approach to test pre-determined hypotheses based on existing theories. A structured survey was used to collect quantitative data from 397 mobile shopping app users, selected through convenience sampling. After eliminating 50 incomplete responses, the final sample consisted of 347 valid responses. Descriptive analysis was conducted to assess the demographic profile and consumer behavior of mobile shopping app users, while regression analysis was performed using IBM SPSS to test the hypotheses. The findings reveal a significant positive impact of promotional push notifications on impulsive buying behavior. Additionally, Perceived Ease of Use (PEOU) emerged as a strong predictor, indicating that users are more likely to engage in impulsive purchases when mobile shopping apps are easy to navigate. However, Perceived Usefulness (PU) was found to have an insignificant effect, suggesting that consumers' perceptions of practical benefits do not directly drive impulsive buying. Furthermore, Money Availability was identified as a significant moderator, strengthening the relationship between push notifications and impulsive buying behavior. Despite its contributions, the study has several limitations. The sample size was reduced due to incomplete responses, limiting the study’s generalizability. The research was also geographically restricted to Sri Lanka’s Western Province, preventing broader applicability to other regions or culturally diverse markets. Additionally, the study focused solely on mobile shopping applications, excluding other digital marketing channels such as websites, social media platforms, emails, and SMS notifications. These constraints highlight the need for future research to adopt broader sampling methods and examine other digital marketing channels to provide a more comprehensive understanding of impulsive buying behavior. From a practical perspective, the study holds valuable insights for marketers, emphasizing the need for engaging push notification strategies. Findings suggest that notifications containing incentives such as discounts, free shipping, or cashback offers are particularly effective in stimulating impulsive buying behavior. Given the significance of money availability as a moderate factor, targeting users with higher disposable income may yield better conversion rates. Future research should expand the scope of variables by incorporating emotional triggers, social influence, product categories, and alternative theoretical frameworks to provide a more holistic understanding of impulsive buying behavior in digital commerce.
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    Influence of Factors on Intention to Use Self-Service Checkout Technology in Sri Lanka’s Modern Trade Sector: The Moderating Role of Technology Anxiety
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madanayake, V. K.; Bandara, B. S. S. U.
    This study examines the factors influencing consumer intention to adopt Self-Service Checkout Technology (SSCT) in Sri Lanka’s modern trade sector, with a particular focus on Perceived Ease of Use (PEOU) and the moderating effect of technology anxiety. While SSCT has become a mainstream technological advancement in global retail markets, its adoption in Sri Lanka remains limited to only two Keells Super Market outlets, indicating a significant research gap in understanding consumer behavioral drivers of acceptance. Grounded in the Technology Acceptance Model (TAM), this study explores the role of PEOU-including dimensions such as speed, functionality, customer satisfaction, convenience, and simplicity-in shaping consumer behavioral intention toward SSCT adoption. Additionally, the study investigates how technological anxiety moderates this relationship, potentially hindering consumer confidence in using automated systems. A structured survey was conducted among 218 respondents, representing a cross-section of retail consumers in Sri Lanka. Hypothesis testing was carried out using statistical analyses to assess the positive effects of PEOU on behavioral intention and the moderating role of technology anxiety. Findings confirm that PEOU plays a critical role in SSCT adoption, as consumers are more likely to embrace technologies perceived as simple, intuitive, and efficient. However, technology anxiety significantly moderates this relationship, particularly among individuals with limited digital literacy or minimal prior exposure to self-service technology. Respondents with higher levels of technology anxiety exhibited reduced confidence in using SSCT, despite acknowledging its ease of use, reinforcing the psychological barriers to adoption. Among the dimensions of PEOU, speed and convenience had the strongest impact on consumer intention to use SSCT, with faster transactions and independent purchasing experiences emerging as key adoption drivers. Functionality-measured by error-free scanning, diverse payment options, and seamless system operation-also played a crucial role, enhancing both trust and ease of use perceptions. Additionally, customer satisfaction and simplicity contributed to positive attitudes, reinforcing user confidence and willingness to adopt SSCT. This study makes a theoretical contribution by integrating technology anxiety into the TAM framework, extending its applicability in understanding consumer behavior in emerging markets. From a practical perspective, the findings provide actionable recommendations for Sri Lankan retailers, emphasizing the need for; User-centric SSCT interface designs with multilingual support and enhanced error-handling capabilities; On-site customer assistance to mitigate technology-related anxieties; Consumer education initiatives, including interactive demonstrations and promotional campaigns, to increase awareness of SSCT benefits; Strategic measures to create positive first-use experiences, ensuring greater consumer confidence and trust in SSCT adoption. As Sri Lanka’s modern retail sector evolves, the study highlights the importance of addressing both cognitive (PEOU) and emotional (technology anxiety) factors to accelerate technology adoption. Future research could extend these findings by exploring demographic influences, such as age and education, on PEOU and technology anxiety, or by conducting longitudinal studies to analyze evolving consumer attitudes as digital literacy improves over time.