Symposia & Conferences
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Item Unlocking the Power of Buy Now Pay Later (BNPL) Apps: How Attitude Shapes Gen Z's Impulsive Buying in Sri Lankan Online Clothing Market in the Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kandewaththa, K. H. A.; Karunanayake, R. K. T. D.This study explores the relationship between intention to use Buy Now Pay Later (BNPL) services and impulse buying behavior among Generation Z consumers engaged in online retail clothing purchases in Sri Lanka’s Western Province. The research is particularly relevant in developing economies where BNPL has emerged as an alternative payment method, offering financial flexibility to young consumers. In this context, attitude serves as a mediating variable, shaping the link between BNPL adoption and impulsive buying tendencies. The study is grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, assessing how performance expectancy, effort expectancy, social influence, and facilitating conditions drive BNPL adoption and its subsequent impact on impulse buying behavior. A quantitative research design was adopted, with 427 Generation Z respondents selected via convenience sampling from Sri Lanka’s digital payment user base. Data was gathered through an online structured questionnaire and analyzed using IBM SPSS, employing descriptive statistics, correlation analysis, and multiple linear regression to test the hypotheses. Reliability and validity tests ensured the robustness of the findings. Results indicate that attitude significantly mediates the relationship between BNPL services and impulse buying behavior. Consumers who perceive BNPL as a convenient and low-risk payment method exhibit higher impulsive buying tendencies. Moreover, Generation Z consumers demonstrate a strong awareness of BNPL services, with their adoption linked to payment flexibility, which encourages impulse-driven purchases. These findings align with trends observed in Western markets while also highlighting unique cultural and economic characteristics specific to Sri Lanka. Despite its contributions, the study has certain limitations. It relies on self-reported data, which may introduce social desirability bias. Furthermore, its focus on the online retail clothing industry and the Western Province restricts the generalizability of findings to other regions and industries. From a practical perspective, the study provides valuable insights for online retailers and BNPL providers, suggesting the need to refine marketing strategies that appeal to Generation Z consumers while promoting the responsible use of BNPL services. From a theoretical standpoint, this research advances the understanding of payment systems and consumer behavior in emerging economies, particularly the role of BNPL in shaping impulse buying tendencies. For policymakers, the study underscores the importance of consumer protection measures to ensure ethical and sustainable BNPL adoption. Future research should explore cross-cultural and cross-industry perspectives, as well as longitudinal trends in BNPL usage, to better understand its evolving impact on consumer behavior.Item Importance of Symbolic Stimulus in Consumer Perception(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) Mandapathil, J.V.; Ambeesh Mon, S.Consumer perception plays a leading role in brand building and has a dramatic effect in shaping the consumer buying behavior. That is why businesses spend so much money in marketing themselves. Perceptions are developed due to exposure to varied stimuli and past experiences about a product. This also true for food products like snacks, were sense organs play’s a dominant role in deciding the purchase. In today’s competitive world an average consumer has myriads of choices for product selection. This study concentrates on the importance of Symbolic Stimulus in shaping the Consumer perception with respect to snack purchases. Symbolic stimulus factors play a lead role in building positive images regarding any snack product. Here shopping is done on the basis of symbols which are used to communicate ideas and to socialize. Symbolic attributes expresses the value of a brand and consumers expresses their own self-image by purchasing this. Snacks, whether it is ethnic or modern, form the basic part of any civilizations food habit. This study aims at understanding the importance of Symbolic Stimulus factors like; Brand, Price, Flavor, Advertisement, Display and Aesthetic Packing in the purchase of snacks. Primary data was collected from one forty one consumers regarding purchase stimulus by direct interview method using structured schedule by Random sampling. The collected data was analyzed using Friedman’s Test which is a non-parametric alternative for finding differences in treatments across multiple attempts. Other than brand and flavor no other symbolic stimulus showed the expected significance levels. This area opens huge prospects for future research, since symbolic factors contribute much to the marketing budgets of any organizationItem TWEET ABOUT A BRAND: A PLAN TO PURCHASE.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Raza, A.Consumers in the cities of Pakistan have shown interest in buying online. The online buying is a phenomenon that has caught fast through social media Facebook communities, twitter, instagram, snapchat etc. Marketers are benefiting from the advantage of the two way communication that is offered by social media. This paper explores and examines the pattern of consumers using twi tter to follow a brand specifically clothing and to tweet about a brand (clothing) as well as retweet about a brand. The theoretical grounding for this paper is Theory of Planned Behavior. Results show that attitude towards brand following, subjective norm, perceived behavioral control, and brand attachment are positively associated with intention to follow brands on the social media. Consumers’ intention to create (i.e., intention to tweet at brands) and disseminate (i.e., intention to retweet the links of brands) brand-related information, as well as purchase intention, are the outcomes of intentions to follow brands on Twitter. Overall findings suggest that TPB model can be used to predict Twitter users’ brand-following behavior. More importantly, the finding of the paper identifies that brand attachment drives consumer intention to follow brands on Twitter extends the TPB framework. The conceptual framework developed is evaluated via SEM and results have both theoretical and managerial implications.Item A RELIGIOUS BASED PERSPECTIVE OF CROSS CULTURAL STUDY ON ATTITUDES TOWARDS ADVERTISMENTS.(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Shameem, A.In the competitive environment, organizations use several marketing communication strategies to enhance their product awareness as a promotional tool. Telecasting mode of advertising is one of the leading and successful tooling which famous among the marketers and consumers. The aim of this study is to investigate the religious based cross cultural study on attitude towards advertisements. The objectives of this study were to identify the cross-cultural issues on attitudes towards controversial advertising, to identify the relationship between gender group on controversial advertising, to identify the relationship between religion and controversial advertising. The data were collected by questionnaire and interviews with undergraduates from four religions in Sri Lanka. This study was quantitative and qualitative in nature and used convenience sampling technique using self-administrated questionnaire and checklists. This was enhanced by several secondary data such as published materials. According to the analytical data, it indicated that religious based crosscultural identity has significant impact of controversial advertising. Also, surveyed data has proven that there is a significant impact in controversial advertising between gender groups and religion. This study will help to policy makers and managers of organizations.Item ANTECEDENTS OF FACEBOOK FAN PAGE LOYALTY: AN EMPIRICAL STUDY OF SRI LANKAN FACEBOOK USERS(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Fernando, W.K.B.F.N.S.; Rathnayake, D.T.Since the birth of Web 2.0 technologies to the world, the Social media & Social networking sites have reportedly been playing a significant role. As a result of this, Facebook, today, has become the most visited website in the world and has topped the rankings in the Sri Lankan contexts as well. Given that Facebook provides a wider opportunity for business users in order to promote their businesses among the target market by means of custom pages, Facebook Fan Pages could now be identified as one of the major promotional tools, proven to be effective locally, as well as internationally. Thus, Facebook page loyalty could be identified as a significant factor for the survival and growth of any brand.Therefore, this study focuses on investigating the antecedents of Facebook Fan Page Loyalty with special reference to Sri Lankan Facebook Users. As per the extensive literature reffered, Perceived Ease of Use, Perceived Usefulness, Brand Love, Attitude, Trust and Privacy Risk were chosen as antecedents of Fan Page Loyalty. The study was quantitative in nature whereas thecross-sectional survey design was chosen as the overall research design. Data was collected using a structured questionnaire and analyzed using Structural Equation Modelling (SEM) method. Findings of the study revealed that there is a significant impact of all variables in concern on the Facebook page loyalty. However, it was also explored that out of them, the factor ‘Attitude’ is the most influential to Facebook page loyalty in Sri Lanka. Thus, it can be concluded, based on the research, that positive attitude towards the Facebook Fan page is a powerful predictor of satisfaction with the fan page, and vice versa as well.Item The Impact of Consumers’ Belief Factors Affecting on Attitude towards Online Advertising.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Katukurunda, S.G.; Bandara, B.S.S.U.At present with the technological development, internet usage and online activities of people have been expanded rapidly. Hence, it has converted to a part of peoples’ ordinary activity. People spend more time on internet. Thus marketers, advertisers and companies have recognized this behavior of consumers as an opportunity to integrate internet into their marketing strategies. With this novel focus, a new concept called digital marketing, has been developed in the world. But the effect of online advertising depends on the factors that affect to customers’ attitude toward online advertising. It would not make any sense for advertisers to put effort in online advertising without identifying the impact on customers’ attitude. The purpose of this study is to examine some factors that have an influence on customers’ attitude towards online advertising in restaurant industry in Colombo. The research model of this study is based on 5 factors, namely Information, Entertainment, Credibility, Economy and Value to identify the level of impact. Random sampling technique was used to extract 150 respondents from Colombo district as the sample. Results showed the value belief factor has a low impact. Other four belief factors have moderate and high influence on customers’ attitude towards online advertising in the restaurant industry. This research study provides some insights to companies, marketers and advertising agencies that may attract current and potential consumers’ positive attitude toward online advertising.Item Factors Affecting to Customers Adoption of Internet Banking Facility: Evidence of People’s Bank Customers in Gampaha and Colombo Districts(Department of Finance, Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Wickramaarachchi, J.P.This Research is focused about the factors affecting to customers adoption of internet banking facility in People’s Bank in Sri Lanka. Banking industry helps customers to manage financial assets. At present people are busy, so they have no time to go to the bank for their banking needs. Internet banking facility has been introduced to help them to fulfil their banking needs. Researcher has considered about six factors which influence on customer adoption such as customer attitude, Relative Advantage, Customers’ Banking Need, Easy to use, Security and Trust. So Researcher selected 16 branches and service centers in Gampaha district and 10 branches and service centers in Colombo district. The questionnaires have been launched to collect data. According to the analysis male use internet banking then that of the female respondent and majority of them are in between 26-40 age group and they have obtain education above the advance level. There is statistically significant evidence about the importance of attitude and easy to use factor for determine the customer adapting to internet banking in selected banks.