Student Research Conference on Marketing(SRCM)

Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/17158

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Start date: 2016End date: 2019Subject: search.filters.subject.Purchase IntentionAuthor: search.filters.author.Gunawardana, H.M.R.S.S.

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    Impact of Perceived Web Site Quality on Consumer Buying Intention: Online Retail Consumers in Colombo District
    (Department of Marketing Management, University of Kelaniya, 2016) Wijethunga, K.D.S.K.; Gunawardana, H.M.R.S.S.
    Main purpose of this study is to investigate the perceived web site quality of the online retailers on consumers purchase intention in Sri Lanka. Literature review identified five dimensions namely web site performance, access, sensation, and security and user interface information as web site quality dimensions. This study adopted quantitative research approach to test the relationship between the e-retailer’s site quality and purchase intention. Total of 175 respondents who are in Colombo district in Sri Lanka approached through convenient sampling method and questionnaire was developed to collect the data. Descriptive statistics followed by correlation analysis and regression analysis have been adopted to test the formulated hypothesis. Analysis shows the significant relationship between quality factors and purchase intention and finally regression analysis shows the significant impact of quality dimensions on purchase intention. However, this study limited to Colombo district and therefore generalization of the findings to the larger context has limitations.
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    Impact of Website Quality on Purchase Intention in Online Retailing Environment in Sri Lanka: Perceived Trust as a Mediator.
    (Department of Marketing Management, University of Kelaniya, 2016) Bambarawana, N.S.; Gunawardana, H.M.R.S.S.
    Purpose of this paper is to investigate effects of website quality factors (Aesthetic appeal, Layout and functionality and financial security) on customer purchase intention towards an online retailers and mediating role of consumers’ trust in Sri Lanka. This study employed the quantitative research design to test the relationship between web site quality constructs and purchase intention and trust as a mediator. In order to test the relationships this study surveyed 200 local online shoppers who are in western province of Sri Lanka by adopting the convenient sample technique. Correlation analysis and mediated regression analysis adopted to test the relationship and impact of quality factors on purchase intention. The findings confirm that web site quality affects consumers’ trust and in turn consumer purchase intention. Notably, this study identified Layout and functionality as the most influential factors in building online customer trust. Furthermore, the study reveals that the mediation of trust is partial. Consequently, it is recommended that online retailers who wish to build website trust should focus primarily on enhancing the Layout and functionality of their websites in Sri Lankan context. Findings of this study should be interpreted in cautious manner due to the representation of sample.