Symposia & Conferences
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Item The Impact of Facebook Engagement on Online Purchase Intention; The Mediating Effect of Consumer Trust in Fashion Retail Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Manamperi, N. U.; Jayewardhana, S. M.With the modern changes in retailing through online platforms such as Facebook Marketplace, businesses should understand how such users interact. The present study investigates the impact of Facebook engagement on purchase intention in online fashion retailing in the Western Province of Sri Lanka, whilst focusing on the mediating role of consumer trust. This research fills both empirical and practical variations, as it offers insights into the Sri Lankan context while identifying actionable recommendations for marketers. Thus, enabling them to make better use of Facebook as a medium for engaging customers and building trust. Likes, comments, shares, and friend recommendations were selected as independent variables for Facebook Engagement, with consumer trust as a mediator and online purchase intention as a dependent variable. A quantitative study was conducted by collecting 403 responses using a structured questionnaire and using to analysis 385 Responses. The data were analyzed using descriptive statistics, correlation, and regression tools with IBM SPSS Statistics 30 software. The findings indicated that all independent variables and the mediator were statistically significant to the purchase intention. Beta values indicated a relatively stronger causal effect for Likes and Comment as independent variables. The findings reveal a significant positive relationship between Consumer Trust and Online Purchase Intention. The findings indicate that fashion retailers can effectively connect with their target audience on Facebook Marketplace by increasing awareness, promoting interest in buying, building customer trust, and incorporating trust-building elements into engagement strategies. The researcher found Fashion retailers should make Facebook Marketplace a key hub to effectively connect with their target audience. To do this, they should first increase awareness of Facebook Marketplace. Then, they should try to increase interest in buying from Marketplace. This can be done by using engaging content, attractive posts, and attractive ads in fashion. These findings provide useful insight to fashion retailers to improve their marketing activitiesand broaden the existing literature regarding the mediating role of consumer trust between Facebook engagements and purchase intention. Future research on the dynamics of social media engagement and online purchase behavior could extend this study across different industries and geographies. Therefore, future researchers could look at the role of additional mediators such as perceived value, social influence, or brand loyalty to provide a more comprehensive picture of the variables influencing online purchase intention.Item Impact of Hedonic Shopping Motivation on Impulse Buying Behavior of Personal and Beauty Care Industry in Sri Lanka: With the Mediating Effect of Consumer Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Pradeep, K. M. T. D.; Weerasiri, R. A. S.This study examines the interplay between hedonic shopping motivations and impulse buying behavior in Sri Lanka's personal and beauty care industry, emphasizing the mediating role of consumer trust. Hedonic motivations, which include adventure, gratification, idea, role, social, and value shopping, serve as psychological drivers that influence unplanned purchase decisions. Consumer trust mitigates perceived risks, enhancing the likelihood of impulsive purchases. By targeting Gen Z consumers, a demographic characterized by significant In-Store shopping and preference for online shopping, this research provides a localized understanding of impulse buying behaviour. The study adopts a quantitative approach, employing a cross-sectional survey design to collect data from 385 Gen Z respondents who actively shop for personal and beauty care products both online and in-store. Hypothesis testing was conducted through descriptive, correlation and regression analyses. The findings confirm that hedonic shopping motivations strongly predict impulse buying, with consumer trust acting as a significant mediator. Notably, adventure shopping and gratification shopping were identified as the most influential dimensions of hedonic motivation. The results contribute to the theoretical understanding of consumer behavior by validating the Stimulus-Organism-Response (S-O-R) model within the Sri Lankan context. The practical implications of this study are substantial for marketers, particularly in designing promotional strategies that align with the pleasure-seeking tendencies of Gen Z consumers. For instance, creating visually appealing advertisements, offering limited-time discounts, and utilizing social media influencers can effectively trigger impulse buying. Additionally, fostering consumer trust through transparent communication, reliable product quality, and secure online shopping platforms is critical for converting impulsive intentions into actual purchases. This research addresses an empirical gap in the literature by focusing on the underexplored Sri Lankan personal and beauty care market. While global studies have extensively analyzed Gen Z's shopping behaviors, few have contextualized these findings within the unique cultural, economic, and technological landscape of Sri Lanka. The insights gained underscore the importance of understanding localized consumer dynamics to develop tailored marketing strategies. Despite its contributions, the study is limited in scope. It focuses exclusively on Gen Z consumers and the personal and beauty care sector, restricting the generalizability of the findings to other demographics and industries. Additionally, the reliance on self-reported data introduces the potential for response biases. Future research should explore other consumer segments, expand the scope to include diverse industries, and adopt longitudinal designs to track changes in impulse buying behaviour over time. The study provides actionable insights for businesses aiming to capitalize on the rising trend of impulse buying in Sri Lanka. By leveraging the emotional and experiential aspects of shopping, marketers can drive consumer engagement and loyalty. Furthermore, understanding the role of trust in shaping buying behaviours offers a strategic advantage in building long-term customer relationships.Item Impact of Consumer Attitude on Consumer Buying Behavior with the Moderating Effects of Price Sensitivity and Consumer Trust with Special Reference to the Organic Food Industry Western Province in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dileesha, W. M. N.; Mirando, U. J.The organic food industry in Sri Lanka, especially in the Western Province, has shown significant growth in recent years due to increasing consumer awareness of health and sustainability. Understanding consumer attitudes and their impact on purchasing behavior is crucial for effectively targeting and retaining consumers in this emerging market as well as for business survival. In today's health-conscious society, there is a strong demand for organic foods. Consumers look for more information when buying organic food than when buying conventional food. In some cases, when buying organic food, there is doubt in society about whether the food is organic food. There is a question in the market that needs to be researched in this field to find out the reason why the price of organic food is higher than non-organic food and how price sensitivity influences consumer behavior. Along with knowledgeable and educated consumers, consumption could be raised on another level. Do people who talk about sustainability and organic pay attention to sustainability and organic when they buy in the market? Or whether they buy non-organic items and don't buy organic items because their prices are high or because of a no belief that the vegetables are organic or not, no study has been done specifically for vegetables. limited product choice, high price, consumer distrust toward organic products, satisfaction with conventional food, or a lack of consumers perceived differences in the taste of organic products. In recent decades, there has been extensive growth in the global demand for organic. There is no recent study on how consumer trust and price sensitivity affect buying attitudes and buying behavior and there is no study that correlates these variables. The aim of this study is to investigate the impact of consumer attitudes on purchasing behavior in the organic food sector while also examining the moderating effects of price sensitivity and consumer trust. This research takes a deductive research approach. The research utilized a quantitative approach, with primary data collected from 384 respondents in the Western Province of Sri Lanka through a structured questionnaire. Data collection is one of the important steps within the research study. It will be facilitated testing the hypothesis and to guarantee the representativeness of the population the random sampling method was consumers. The standard questionnaire was distributed among the current and potential organic food consumers. The questionnaire used a five-point Likert scale to indicate the respondents’ ideas. Convenience sampling was employed to construct the sampling framework. The data were analyzed usindescriptive statistics, correlation analysis, and multiple regression analysis with IBM SPSS Statistics 23 to identify the relationships between key variables. The findings suggest that consumer attitude significantly influences purchasing behavior, with positive attitudes toward organic food leading to higher purchase intentions. These suggestions for future research can help deepen our understanding of consumer attitudes and behaviors toward organic food products in Sri Lanka, as well as provide insights that can inform marketing strategies, product development, and industry policymaking. Price sensitivity was found to moderate this relationship, as price-sensitive consumers are less likely to translate favorable attitudes into actual purchases. Normally, consumer trust in organic food labels and certifications emerged as a critical moderator, enhancing the strength of the relationship between attitude and purchasing behavior. These results underscore the importance of building trust and addressing price concerns to increase consumer engagement in the organic food market. This research contributes to the existing literature by providing insight into the interplay between consumer attitudes, price sensitivity, and trust in the organic food industry. The study offers useful practical recommendations for marketers, including strategies to enhance consumer trust with transparency and education, and ways to reduce price sensitivity through targeted promotions. This study is important for several reasons. It is important for businesses operating in the organic food industry to understand consumer behavior, which will help them develop and implement effective marketing strategies and policies. It also suggests future research directions, focusing on exploring the influence of physiological, cultural, and demographic factors on purchasing behavior in the organic food sector. The research study has several limitations that affect the generalizability and robustness of its findings. Its geographical focus is limited to the Western Province of Sri Lanka, limiting the applicability of the results to other regions with different economic conditions and cultural backgrounds. A limitation of the study is that it did not use a longitudinal data system. The data used here is cross-sectional. Relying on surveys as the primary data collection method may introduce participant self-reporting errors and biases.