Commerce and Management
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Item The Impact of AI Chat Bot on User Experience in E-Commerce(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nimshan, E. S.; Udara, S. W. I.This study explores the impact of artificial intelligence (AI) chatbots on user experience in Sri Lankan e-commerce platforms, addressing key challenges such as limited personalisation, usability concerns, and trust deficits. The research builds on existing global literature while filling a gap in understanding AI adoption in Sri Lanka's unique socio-economic context. It identifies three independent variables namely; usability, personalisation and engagement, and trust, and evaluates their influence on user experience. The research employed a quantitative approach, using a survey distributed to 384 participants representing Sri Lankan e-commerce users. Data was collected via structured questionnaires, with Likert scale responses used to measure variables. Statistical techniques such as multiple linear regression and correlation analysis were applied to assess the relationships among variables and their impact on user experience. Descriptive and inferential statistics provided insights into the study's hypotheses. The results demonstrate strong positive correlations between usability (r = 0.831), personalisation and engagement (r = 0.802), and trust (r = 0.805) with user experience. Usability emerged as the most significant predictor (β = 0.405), followed by trust (β = 0.292) and personalisation and engagement (β = 0.213). An adjusted R-squared value of 0.772 suggests that the model explains 77.2% of the variance in user experience. These findings emphasise the importance of enhancing platform usability, fostering trust, and offering personalised interactions to improve user satisfaction. This study is limited by its reliance on self-reported data, which may introduce response bias. Additionally, the findings are specific to Sri Lanka’s e-commerce market and may not generalise to other regions with different digital infrastructures or consumer behaviours. Future research could incorporate qualitative methods or longitudinal designs to capture evolving user preferences. Theoretically, this study contributes to the body of knowledge by highlighting the interplay between usability, trust, and personalisation in shaping user experience. Practically, the findings offer actionable insights into e-commerce platforms, emphasising the need to invest in user-centric AI chatbot designs. Future research could explore the role of cultural factors and AI-driven innovations in enhancing digital consumer experiences.Item Impact of In-App Advertisements on Gen Z's Purchase Intention with the Mediating Effect of Consumer Attitudes: with Special Reference in Sri Lankan Mobile Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidushana, W. G.; Subasinghe, S. M. A. N. M.This study intends to investigate the influence of in-app advertising on the purchase intentions of Generation Z, focusing on the Western Province of Sri Lanka while emphasizing the mediating role of consumer attitudes. The goal of this research is to close the knowledge gap regarding how Gen Z consumers respond to customized digital advertising tactics in an emerging market setting. Utilizing theories like the Media Richness Theory and the Elaboration Likelihood Model the study looks into things like social influence user experience personalization and ad content and design. A structured questionnaire was used in this quantitative study and 385 members of Generation Z answered it. SPSS software was used to analyze the data using regression correlation and descriptive statistics. According to the results, purchase intentions are strongly influenced by user experience, personalization, and social influence. Because consumer attitudes mediate these relationships it is crucial to create ads that appeal to the target audience’s emotions and social sensibilities. These findings highlight how important it is to create engaging and culturally relevant in-app ads to successfully grab Gen Z’s attention. The study does have certain drawbacks though such as its concentration on a particular demographic and geographic group its use of self-reported data and its quantitative methodology that ignores qualitative viewpoints. To comprehend the changing impact of in-app advertising these limitations point to possible directions for future research such as using mixed-method approaches and examining longitudinal trends. From a practical standpoint, this study provides policymakers app developers, and marketers with useful suggestions. Advertising that seamlessly integrates with the user experience uses dynamic personalization and makes use of social proof should be given priority by marketers. Contributions to theory include advancing our understanding of consumer behavior and the function of digital media in developing economies which lays the groundwork for future research on the dynamics of advertising in comparable cultural contexts. According to the study's findings, in-app advertising can be made more effective and substantially contribute to the conversation around digital marketing in emerging economies by strategically emphasizing personalization, emotional engagement, and awareness of sociocultural quirks.Item Exploring the Role of Personalized UX/UI in Driving Customer Loyalty: The Mediating Influence of Satisfaction and the Moderating Role of Culture in Sri Lankan E-Commerce(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nawanjana, H. R. S.; Subasinghe, S. M. A. N. M.This study focuses on how consumer loyalty is affected by user experiences (UX) and personalized user interfaces (UI) in Sri Lanka's e-commerce sector. E-commerce is changing consumer behavior, especially in economies that are developing. It is important to understand how customized design features affect client retention. By investigating the moderating impact of cultural factors and the mediating function of customer satisfaction, this research aims to address important gaps in the literature. In order to offer insights into developing more captivating and loyalty driven e-commerce platforms, it examines the interaction between technical personalization and culturally appropriate design techniques. The nature of the research design is quantitative, and for that purpose, questionnaires were distributed among E-commerce users in the Colombo District. In this regard, the total sample size is 396, which is more than the minimum required of 385 at a confidence level of 95% and margin of error of 5%. The sampling followed will be simple random sampling to make the sample representative and reduce bias. Data analysis was performed in SPSS using a number of techniques: correlation analysis to investigate relationships between variables, regression analysis to estimate direct and combined effects, and mediation/moderation analysis to investigate the role of customer satisfaction and cultural considerations. Reliability and validity of measures were confirmed using Cronbach's Alpha and factor analysis, respectively. The findings indicate a positive, robust relationship between personalized UX, UI design and customer loyalty, with customer satisfaction playing a major mediating role. This aspect of personalization was translated into features which had to be considered in design phase, such as intuitive navigation, culturally aligned design elements, tailored recommendations, etc. All of these were bolstered by user satisfaction which in turn encouraged loyalty. In addition, culture was a significant moderating factor affecting responses to personalized UX, UI across demographic groups. These findings highlight the need for E-commerce platforms to customize their designs to accommodate the cultural and social preferences of their target audiences. A few limitations in this study have to be acknowledged. First, the geographical limitation of this study to the Colombo district alone restricts generalizing findings to other regions of Sri Lanka, given the existing different economic and cultural dynamics in those areas. Second, reliance on self reported survey data introduces biases associated with social desirability and recall inaccuracies. Lastly, the study's scope was limited to customer satisfaction and cultural considerations, and thus other potential moderating factors include technological literacy and economic status, which were left for future exploration. Addressing these limitations in subsequent research can enhance the comprehensiveness of the findings. Implications are both theoretical and practical. Theoretically, this adds to the body of increasing literature in e-commerce personalization about how UX, UI design and cultural consideration play a dual role in shaping customer loyalty. Practically, actionable insights are given for e-commerce practitioners operating in Sri Lanka and other similar markets. It is done by a culturally sensitive design strategy and personalized UX and UI elements. This, in turn, goes on to help build long-term loyalty in customers. The study further outlines that continuous improvement and user feedback mechanisms should be used to fine-tune design elements through changing consumer needs. In this relationship, future research may involve extending the geographical scope by including rural and suburban areas to get a broader insight into E-commerce user behavior in Sri Lanka. They could also delve into what extent emerging technologies, like artificial intelligence and machine learning, are being used for further personalization of UX and UI designs. Comparisons with other developing markets also add depth to the overall generalizability of findings globally.