Symposia & Conferences

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The Impact of Buy Now Pay Later (BNPL) Payment Methods on Impulsive Buying Behavior: The Moderating Role of Financial Literacy in the Context of E-Commerce Platforms in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Abeysundara, R. H. J. D.; Udovita, P. V. M. V. D.
With the rapid adoption of Buy Now Pay Later (BNPL) payment methods in Sri Lanka’s e-commerce sector, this study examines their impact on impulsive buying behavior, focusing on the moderating role of financial literacy. While BNPL services provide financial flexibility and convenience, they also encourage impulsive spending by lowering perceived financial barriers. However, the extent to which financial literacy mitigates these tendencies remains underexplored, particularly in emerging economies. Grounded in the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), this study investigates the behavioral drivers behind BNPL adoption and impulsive buying tendencies. It also considers Sri Lanka’s unique socio-economic and cultural factors that influence consumer behavior. The findings provide insights for policymakers, e-commerce platforms, and financial institutions to promote responsible BNPL usage and financial education initiatives. This study adopts a deductive approach and an explanatory research design, drawing from TPB and TAM frameworks. Data were collected through a structured questionnaire administered to 385 respondents who had used BNPL services for online purchases within the past six months. Convenience sampling was used, and statistical analyses—including correlation and regression—were conducted using SPSS. Descriptive statistics, reliability analysis, and multiple regression techniques were employed to examine the relationships between BNPL usage, impulsive buying behavior, and financial literacy. The results confirm a significant positive relationship between BNPL payment methods and impulsive buying behavior. Consumers who frequently use BNPL services exhibit higher impulsive buying tendencies due to reduced perceived financial barriers, immediate gratification, and ease of deferred payments. Promotional offers, seamless checkout experiences, and psychological perceptions of affordability further drive this behavior. However, financial literacy moderates this relationship, with financially literate consumers demonstrating better control over their purchases and a heightened awareness of the long-term financial implications of BNPL usage. While financial literacy does not entirely eliminate impulsive buying tendencies, it significantly reduces their frequency and intensity. The study also highlights Sri Lanka-specific socio-economic factors, such as limited credit card penetration, varying levels of financial education, and cultural attitudes toward debt, which shape consumer behavior differently from developed markets. The study is subject to several limitations. The reliance on convenience sampling may introduce bias and limit the generalizability of findings. Additionally, the cross-sectional design prevents tracking long-term behavioral changes. Self-reported data may lead to response bias, as participants could overstate or understate their financial behaviors. Moreover, the study does not consider external macroeconomic factors, such as inflation, interest rates, or financial regulations, which could impact BNPL adoption and impulsive buying behavior. Theoretically, this study contributes to the BNPL and consumer behavior literature by integrating financial literacy as a moderating factor. Practically, the findings provide actionable insights for policymakers, e-commerce platforms, and financial institutions. To mitigate impulsive buying behavior, financial education initiatives should be integrated into digital financial services. BNPL providers should ensure transparent marketing strategies, helping consumers make informed purchasing decisions. Businesses can develop targeted consumer protection policies to encourage responsible BNPL usage while maintaining a balance between consumer spending and financial well-being. Future studies should employ probability sampling with a larger, more diverse sample to enhance generalizability. Additionally, longitudinal research would provide insights into how regulatory changes, technological advancements, and evolving consumer preferences influence BNPL adoption and impulsive buying trends over time. Exploring cross-cultural variations in BNPL usage could further enrich the understanding of its impact on consumer behavior globally.
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.

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