Student Research Conference on Marketing(SRCM)
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Item Exploring the Impact of Green Practices in Sri Lankan Hotels on Customers’ Visiting Intention(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Siriwardhana, M. A. T.; Wijenayake, S. I.Going green is no more a new concept to the industries due to the artificiality world is facing. As consumers have become sensitive to the organizations’ green practices in their buying behaviours, the hospitality industry, as one of the booming industries in Sri Lanka, is also adapting green practices to be competitive and sustain in the business environment. Therefore, this study’s main objective is to examine the relationship between green practices and visiting intention of customers’ in the Sri Lanka hotel sector. For the study purpose, 11 practices suitable for Sri Lankan hotels were evaluated under five aspects of green practices identified through literature. A quantitative study was designed where the people who have visited a hotel were selected as the population. 220 responses were collected through an online questionnaire, and multiple regression analysis was used in SPSS to test the hypothesis. The analysis revealed significant relationships between organic food practices, wastage reduction practices, recycling practices, water-saving practices at hotels, and customers’ visiting intention where energy- saving practices do not show any significant relationship with customers’ visiting intention. Furthermore, these research study’s findings indicated that adaptation and sustainability of green practices across hotels in Sri Lanka can positively influence customers’ visiting intention as there are not many hotels that implement green practices in Sri Lanka.Item Impact of Materialism on Buying: in the Context of Retail Fashion Industry of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Liyanage, R. P.; Wijenayake, S. I.The purpose of this study is to examine the impact of materialism on the compulsive buying behavior of the retail fashion industry in the western province, Sri Lanka. Compulsive buying behavior is one of the more negative aspects of consumer behavior; it is a growing trend in many countries due to changes in lifestyles and shopping habits. With the enhancement of customer’s behaviors and lifestyles, people tend to demonstrate materialistic behavior. Materialism can be operationalized as desire, possessiveness, and acquisitiveness. There are implications in research that materialism has an impact on compulsive buying behavior. Therefore, this study will explore the same in Sri Lanka with special reference to the retail fashion industry. A deductive and a quantitative study was conducted. A structured questionnaire was distributed online to collect data from a sample of 360 responses identified through a non-probabilistic, convenience sampling technique. This research found that materialism and its values as success, centrality, and happiness significantly positively predict compulsive buying behavior in the retail fashion industry. Furthermore, the result also showed the dimension of happiness of materialism is the best predictor of compulsive buying behavior compared to other materialistic values. The main limitation of the study is in the sample and the time frame of the study. The findings of the study can be utilized in drawing up the strategies in the retail fashion industry.Item The Impact of Social Media Marketing Activities on Consumers’ Booking Intention with Special Reference to Hotel Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) De Zoysa, A. S. P.; Wijenayake, S. I.Social media marketing activities are the most important concept related to purchase intention in the digital era. In relation to the hotel industry, social media marketing activities impact consumers’ booking intention is different. Therefore, this study investigates the impact of social media marketing activities on consumers’ booking intentions in the hotel industry in the Western province, Sri Lanka. This study is deductive and quantitative in nature, and it has employed a structured questionnaire for data collection. Questionnaires were distributed online, and 360 valid responses were collected as primary data from a sample, which was identified through a convenience sampling technique. This research found that social media marketing activities and its dimensions, namely entertainment, interaction, trendiness, e-WOM, and customization, significantly positively affect the consumers’ booking intention in the Sri Lankan hotel industry. Results showed that the dimension of e-WOM value is a better predictor of booking intention than other dimensions of social media marketing activities. The study’s findings can be utilized to improve the Sri Lankan hotel industry’s social media marketing activities. This research study’s main limitation is that although there are many social media platforms that hotels can use for their marketing activities, only the Facebook platform is concerned in this study. To better understand the role of social media marketing activities, further research is required on users of social media in certain geographical markets on various social media platforms such as Instagram and YouTube.Item Impact of Brand on Brand Love Examining the Mediation Effect of Brand Trust of Franchised Fast-food Brands in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dasanayake, D. M. R. T.; Wijenayake, S. I.Amidst the rapid proliferation of the product and services in the market, business organizations have to keep their customers satisfied and build up strong relationships with them to remain competitive. Literature suggests building a strong long term customer relationship, concepts of brand personality, brand love, and brand trust play a vital role. This study focused on exploring the impact of brand personality on brand love examining the mediation effect of brand trust of franchised fast-food brands in Sri Lanka. A modified brand personality scale was deductively framed in this study. A quantitative study was conducted with a sample of 366. The sampling technique was convenience sampling, where data was collected through an online structured questionnaire. A filtering question was used to select respondents from the western province. S.P.S.S. was used as the data analysis tool and multiple regression analysis to analyze and test the hypotheses. Findings revealed a significant relationship between brand personality and brand love and the brand trust positively mediating the relationship between brand personality and brand love. This study is limited to the franchised fast-food industry therefore, further investigations can be done on the fashion industry and FMCG to generalized the results. This study can be taken as a literature source for future researchers and contributes managerial aspects to building strong brand relationships.Item Key Determinants of Online Ad Avoidance: Moderating Effect of Retargeting(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Manathunga, M. M. S. S.; Wijenayake, S. I.The purpose of this study is to explore the key determinants of online ad avoidance where the impact of goal impediment (G.I.), privacy concern (P.C.), ad irritation (A.I.), negative experience (N.E.), and retargeting (R.I.) on online ad avoidance (O.A.A.) is explored. Online advertising avoidance can be an action or steps taken by viewers while surfing the internet, and it is identified as a significant challenge for digital advertising. Literature has implications that goal impediment, privacy concern, ad irritation, and negative experience to be the key determinants of ad avoidance. There are implications that G.I., P.C., and A.I. are having an impact on N.E. and N.E. has an impact on O.A.A. Therefore, NE is identified as a mediator. Further, R.T. is identified in the literature as having a moderating role between N.E. and O.A.A. To examine the impact of the key determinants and the O.A.A., 12 hypotheses were developed, and a quantitative approach was used with a structured questionnaire for primary data collection. A convenient sample of 300 was collected from the Western province. In terms of measuring the relationships between variables, the researcher employed the Partial Least Square (P.L.S.) structural equation modeling with S.P.S.S. and SmartPLS tools. All the direct hypotheses and the mediating hypotheses were supported by the data. Moderating impact of R.T. was not supported. The study’s findings reveal valuable implications for online advertisers to improve their reachability and viewership. Consideration of these findings in digital advertising strategies can create a positive, commercial, and economic impact on online advertising.Item The Impact of Perceived Risk towards Online Shopping Purchase Intention of Fast-Moving Consumer Goods (FMCG): Special Reference to Colombo & Gampaha Districts(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Harischandra, H. M. C. M.; Wijenayake, S. I.Online shopping has become a crucial concept in the world. However, in Sri Lanka, online shopping is less likely to be used to purchase FMCG products. Hence this study focuses on the impact of perceived risk on e-purchase intention of FMCG: special reference to Colombo & Gampaha districts. Perceived risk is explored as financial risk, product performance risk, psychological risk, social risk and privacy risk. This secondary data was collected through web sites, articles. The research was carried out by using multiple regression analysis to test the hypotheses. A total of 206 Colombo and Gampaha district respondents were selected as a sample to carry out the research. The convenience sampling method that comes under nonprobability sampling was used when collecting data and S.P.S.S. software to analyze the data. This study’s findings indicate that perceived risk (financial risk, product performance risk, psychological risk, social risk, and privacy risk) has a significant positive impact on the online shopping purchase intention of FMCG. Limitations of the study include the sampling strategy, population, and sample size. It is recommended to study other factors affecting on e-purchase intention of FMCG in Sri Lanka. The study’s findings are useful in proposing strategies to improve the e-purchasing experience of FMCG in the Sri Lankan market.Item The Impact of Social Media Marketing on Consumer Purchase Intention Towards e-Tailers in Sri Lanka: The Mediating Role of e-Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Udayanga, M. I. S.; Wijenayake, S. I.The advancement of web 2.0 technology has enabled the businesses to have expanded their operations to the online platform. They are considering using the website's development to promote their businesses in the online world. As a result, businesses will spend a large amount of money on social media marketing to provide customers with more straightforward, faster, and increasingly personalized experiences. Platforms like Facebook, Instagram, and YouTube are pushing marketing companies to use social media marketing in new ways. Social media has penetrated so many people's lives around the world that it has grabbed the attention of marketers, specifically in e-tailers. Brand community, entertainment, interactions and customization were identified as the independent variables through literature. Brand trust was identified as a mediator. In this study, researchers adopted a quantitative research design with a deductive research approach and a convenient sampling method for the data collection. The data was collected in Western provinces from people who are active on social media and are willing to buy the products from an online platform, with a sample size of 384 people. Only 296 of the 384 questions were accepted. The results show that e-brand trust and social media influence the consumers’ purchase intentions significantly. Further, this study reveals the best practices for social media marketing that can be used by e-tailers in Sri Lanka. Moreover, findings of the study can be used to improve the usage of social media marketing for e-tailing.Item Impact of Online Shopping Satisfaction on Repurchase Intention of Sri Lankan Modern Trade(Department of Finance, Faculty of Commerce and Management Studies University of Kelaniya Sri Lanka, 2021) Wijesiri, G. H. C. M.; Wijenayake, S. I.The modern trade is a significant contributor to the economy of Sri Lanka. The changing consumer behavior since the Covid pandemic has made online grocery shopping popular among customers and supermarket e-commerce websites are one of the most popular online grocery shopping methods used. This study was conducted to examine the impact of online shopping satisfaction on repurchase intention. Based on a review of the literature, this study develops an integrative model, and data for this research was collected from 283 online customers who have had an online shopping experience at least once on a supermarket website employing convenience sampling method. Quantitative research approach was used with an online survey questionnaire to collect primary data. Collected data was analyzed using a statistical package for social science (SPSS) version 26. To test the developed hypotheses, correlation and regression analysis were used. Results of the hypotheses testing revealed that repurchase intention is positively influenced by website quality, perceived ease of use, perceived usefulness, and delivery quality. Study revealed that there is a significant relationship between online shopping satisfaction and repurchase intention. The research findings are used to give future researchers and marketers better insight into how online shopping satisfaction influences the customer repurchase intention.Item Key Determinants of Online Impulsive Buying Behavior of Female Shoppers: Special Reference to Fashion Retail Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sarangi, H. W. P.; Wijenayake, S. I.Depending on the advancement in information technology, e-commerce and e-marketing have become very important concepts which has made online shopping very popular. Increased usage of online shopping and advancement of the digital technologies have created an atmosphere for "Online impulsive buying". Hence it has become a significant phenomenon in the marketing function. Thus, this study attempts to analyze the impact of the key determinants of online impulsive buying behavior of Sri Lankan female shoppers in fashion retail industry. There are different factors that influence consumers' impulsive buying of fashion products. These factors can be either internal or external. Many studies have focused at these factors in traditional commerce, but few researchers had investigated at how factors affect online impulse buying. Hence, fashion involvement, hedonic motivation (internal factors), web site quality and sales promotion (external factors) were identified as the key determinants of online impulse buying behavior through literature. Through the quantitative approach, using a questionnaire as a tool, the data was collected from 362 respondents through an online survey and the collected data was analyzed using SPSS version 26. The findings of the research reveal that fashion involvement, hedonic motivation, web site quality and sales promotion have a statistically positive, significant impact on online impulse buying behavior. Thus the findings of the study will provide significant implications for Sri Lankan online fashion retail stores to improve their sales performance.Item Impact of User Generated Content (UGC) on Personal Care Product Purchase Intention in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Pabasari, K. L. W.; Wijenayake, S. I.Advertising landscape has changed drastically with the increased usage of internet and digital technologies in marketing. User Generated Content (UGC) in social media has become a very useful and a popular mode of digital marketing. UGC refers to online comments/opinions/reviews that can impact the purchasing decisions of other users. Customers prefer using user-generated content (UGC) to make purchasing decisions. Hence, the main objective of this study is to determine the impact of UGC on Personal Care Product Purchase Intention in Sri Lanka. Attitude, brand trust, information usefulness, and credibility were identified as main independent variables of the study and four hypotheses were developed. The survey research method was used in this study, and quantitative data was acquired using a structured questionnaire. The researcher employed descriptive analysis and regression techniques to test hypothesis using SPSS. A sample of 120 responses were collected via an online questionnaire. Findings of the study reveal that the attitude toward UGC has a positive significant relationship with purchase intention. However, the other three hypotheses, namely brand trust, information usefulness, and credibility, have a weak relationship with personal care product purchase intention.