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Item Impact of Intrinsic Factors and Subjective Norms that Influence Purchase Intention in Sri Lankan Online Retail Apparel Industry(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2019) De Silva, A. C.; Herath, H. M. A.Throughout the past decade, the development of the internet as a marketing tool has become a worldwide trend. In the apparel industry, the online platform has become a fertile ground for direct marketing resulting in the disintermediation of number of intermediaries in the traditional marketing channel. Compared to other developed countries, the habit of purchasing through digital market by Sri Lankan customers is obviously at a lower level. Moreover, even at the global level, there are few studies over purchasing of apparel online while scholars have emphasized the necessity of more studies in different contexts. In the Sri Lankan context, there is a lacuna of the empirical evidence in the area. The focus of this study is to identify and investigate the major factors that influence online purchasing intention among Sri Lankan online buyers. Therein, based on a comprehensive literature review, four factors were identified under the categories of subjective norms and intrinsic factors. A field survey was conducted to investigate the effect of perceived value, perceived risk, and perceived quality and peer pressure on online purchasing intention. The primary data was collected by means of a structured questionnaire and interviews from a sample of 384 customers selected on the simple random basis. The model was tested by using the simple regression analysis and the results revealed that perceived value, perceived quality and peer pressure show a positive effect on the online retail apparel purchasing intention among customers. The study also found that there are many research avenues for invigorating the scientific body of knowledge in this area.Item Factors Influencing Consumer Buying Decision towards Herbal Products in Monaragala District, Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya., 2023) Suriyage, R. D. S. D.; Leon, S. A. J.Appeal towards herbal products is increasing these days, because consumers become conscious about natural ingredients and harmless offers. This study aims to identify the influencing factors on consumer buying decision towards herbal products. This is a quantitative study which gathered data from 200 customers from Monaragala district, Sri Lanka using snowball sampling technique. The data were analyzed by using descriptive, correlation and multiple regression analyses. Findings of the study show that there is a strong positive relationship between independent variables (health conscious, social influence, product price, perceived value, trust) and consumer buying decision. Also, highlights that health conscious, social influence, product price, perceived value, and trust have significantly impact on consumer buying decision. Among the independent variables, social influence is the most influencing factor on consumer buying decision. This study will be helpful to the consumers to make effective decision during the consumption process and to the companies to place their strategies effectively.