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 Impact of Visual Merchandising on Consumer Impulse Buying Behavior: With Special Reference to Modern Trade Sector in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Wijegunarathne, K.V.D.J.K.B.; Perera, G.N.R.Modern trade has become a popular channel in Sri Lanka and it continuously calls for a growing market share in each year. Due to the fact that modern trade’s expanding dominance, marketers focus on improving sales in modern trade outlets. This situation has created modern trade channel a highly competitive one. Visual merchandising has become very popular in current modern trade marketing communication mix. Marketing text books refers impulse buying and visual merchandising has a strong relationship. According to previous research findings, it is identified that Visual Merchandising as one of the important factors which influence consumers impulse buying behavior. Therefore it is important to identify the relationship between visual merchandising factors and impulse buying behavior. The purpose of this study is to examine the impact of different selected visual merchandising techniques on consumer impulse buying behavior in modern trade. In order to enhance store atmosphere and attract customers in modern trade, they plan and execute different techniques and among them a key technique is visual merchandising. These techniques allow super markets to differentiate their offerings from competitors. Sample of this study were 200 modern trade customers in Sri Lanka. The research instrument was a set of questionnaires. The data were analyzed using descriptive statistics to find frequency and percentage of personal profile. Then the data were tested using regression analysis and correlation analysis to find the impact of visual merchandising on consumer impulse buying in modern trade. The result of the study shows that there is an impact of visual merchandising on impulse buying behavior and two visual merchandising techniques are imperative: in-store product display and floor merchandising. This study gives insights to super markets as to which visual merchandising techniques can significantly influence on consumer impulse buying behavior.