Commerce and Management

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    Factors Affecting the Adoption and Use of Mobile Money in Africa
    (9th International Conference on Business and Information (ICBI-2018), Department of Management Studies and Toc H Institute of Science and Technology, India, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2018) Alhassan, A.; Li, L.,; Reddy, K.; Duppati, G.
    This research provides preliminary results on context based factors that determines the adoption and use of mobile money (MM) in Africa. Using data from several sources, including Research ICT Africa, International Telecommunication Union and the World Bank, the hypothesized research model tested the context based constructs such as the availability of electricity, enabling regulation and rural dwellings with the technology acceptance model (TAM) to determine how these constructs affect peoples’ intentions and attitudes towards the continuous adoption and use of MM. Exploring these constructs using the structural equation modelling (SEM) technique, the empirical results suggest that the perceived availability of electricity is an important factor for the mobile phone functionality to enable adoption and use of MM. Perceived enabling regulation also show a correlation with individuals’ intention to adopt and use MM. However, perceived rural dwelling is found to negatively correlate with individuals’ attitudes and intentions to adopt and use MM because of the inadequate or lack of mobile network and national grid in rural areas. The policy implication is that African governments’ public-private partnerships (PPPs) can assist with the construction of the relevant infrastructure for shared growth
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    Customer based brand equity for empowering Sri Lanka as a tourism destination: with special reference to tea tourism
    (University of Kelaniya, 2016) Koththagoda, K.C.; Thushara, S.C.
    Tea tourism is one of the alternative forms of tourism which is being operated in the tea growing regions in the world. Sri Lanka also can benefit from adopting and promoting tea tourism. The main purpose of this study is to propose a practical model to empower Sri Lanka as a tea tourism destination. In this study, Keller’s constructs of the pyramid of brand equity, including brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance, are investigated and their relationships with brand equity, as well as their effects on customer loyalty and satisfaction in Tea tourism in Sri Lanka are determined. The statistical population of the present study is all foreign visitors from tea estates based recreational sites in Sri Lanka. The data were collected by administering questionnaire. The sample consisted with 385 randomly selected individuals. The research hypotheses were tested through structural equation modeling and the final model was confirmed. The findings of the study revealed that only the relationships between brand salience and customer loyalty, brand imagery and brand performance towards brand equity were not significant, and all other relationships were significant. Also, fit indices obtained from the conceptual model indicates that model is valid in explaining the relationships among variables to empower Sri Lanka as a Tea Tourism destination. Therefore this proposed model emphasized how marketers should design and implement the effective marketing programs to empower Sri Lanka as a tea tourism destination. In this way, Sri Lanka can be positioned as one of the attractive and more competitive tea tourism destinations in the world which in turn could make a positive impact on foreign exchange, employment oportunities and other economic factors.