Symposia & Conferences
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Item Tapping into Impulse: Exploring the Influence of Promotional Push Notifications of Mobile Shopping Apps on Impulsive Buying Behavior with Special Reference to the Western Province, Sri Lanka: Examining the Moderating Effect of Money Availability(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Thathsarani, M. I.; Karunanayake, R. K. T. D.This study investigates the impact of promotional push notifications in mobile shopping applications on impulsive buying behavior within Sri Lanka’s E-Commerce industry, focusing on mobile shopping app users in the Western Province. Consumers frequently receive push notifications designed to capture attention and drive purchases. However, despite the rise of digital transformation efforts and industry data, daily transaction volumes remain significantly low, particularly in the Western Province, a key hub for online shopping. This study addresses this gap by examining the characteristics of promotional push notifications, specifically Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), as derived from the Technology Acceptance Model (TAM), and their impact on impulsive buying behavior. The study further explores the moderating role of Money Availability, offering a data-driven foundation for its findings. Following a positivist research philosophy, this study adopts a deductive approach to test pre-determined hypotheses based on existing theories. A structured survey was used to collect quantitative data from 397 mobile shopping app users, selected through convenience sampling. After eliminating 50 incomplete responses, the final sample consisted of 347 valid responses. Descriptive analysis was conducted to assess the demographic profile and consumer behavior of mobile shopping app users, while regression analysis was performed using IBM SPSS to test the hypotheses. The findings reveal a significant positive impact of promotional push notifications on impulsive buying behavior. Additionally, Perceived Ease of Use (PEOU) emerged as a strong predictor, indicating that users are more likely to engage in impulsive purchases when mobile shopping apps are easy to navigate. However, Perceived Usefulness (PU) was found to have an insignificant effect, suggesting that consumers' perceptions of practical benefits do not directly drive impulsive buying. Furthermore, Money Availability was identified as a significant moderator, strengthening the relationship between push notifications and impulsive buying behavior. Despite its contributions, the study has several limitations. The sample size was reduced due to incomplete responses, limiting the study’s generalizability. The research was also geographically restricted to Sri Lanka’s Western Province, preventing broader applicability to other regions or culturally diverse markets. Additionally, the study focused solely on mobile shopping applications, excluding other digital marketing channels such as websites, social media platforms, emails, and SMS notifications. These constraints highlight the need for future research to adopt broader sampling methods and examine other digital marketing channels to provide a more comprehensive understanding of impulsive buying behavior. From a practical perspective, the study holds valuable insights for marketers, emphasizing the need for engaging push notification strategies. Findings suggest that notifications containing incentives such as discounts, free shipping, or cashback offers are particularly effective in stimulating impulsive buying behavior. Given the significance of money availability as a moderate factor, targeting users with higher disposable income may yield better conversion rates. Future research should expand the scope of variables by incorporating emotional triggers, social influence, product categories, and alternative theoretical frameworks to provide a more holistic understanding of impulsive buying behavior in digital commerce.Item A Study on Factors Affecting to Job Seeker’s Intention to Use E-Recruitment: With Special Reference to Final Year Undergraduates of University of Kelaniya, Sri Lanka(5th HRM Student Research Symposium 2018, Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2018) Ekanayaka, E. M. M. S.; Gamage, P. N.In this digital world, jobseekers prefer to use electronic recruitment for job search. The purpose of this study is to evaluate the factors that influence to job seekers’ intention to use e-recruitment in Sri Lanka. A questionnaire was drafted for data gathering and primary data were obtained from fifty-seven job seekers those who were final year undergraduate of university of Kelaniya. The proposed research framework is based on the Technology Acceptance Model (TAM) with the extended construct of perceived trust. Simple regression reveals that perceived ease of use and perceived usefulness significantly influences on job seekers’ intention to use e-recruitment while perceived trust does not have a significant influence on job seekers’ intention to use e-recruitment. The findings of the study would be important to the firms to effectively carry out e-recruitment practices to increase the appropriate pool of applicants and to design a most effective job portalItem 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 Comparative Study on the Popularity of Fixed and Mobile Internet Connections in Sri Lanka: Study Based on Western Province(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Karunaratne, R.N.P.; Pieris, D.Internet has grown from a nascent technology to a tool that transforms people’s lifestyle and business world. In Sri Lanka, as per statistics published by Telecommunication Regulatory Commission, number of Mobile Internet subscribers is higher than Fixed Internet subscribers despite the heavy investments by Fixed Internet Service Providers (ISP). The purpose of this comparative study is to examine the factors leading to adoption or popularity of Mobile Internet over Fixed Internet connections. A survey was distributed to a randomly selected population residing in Western province. Out of the 150 total respondents, 121 valid responses were analysed. The results in this study revealed that Technicality of Mobile Internet over Fixed Internet (TEC) and Perceived Fee of Mobile Internet over Fixed Internet (FEE) are the factors that influence Behavioural Intention to Adopt Mobile Internet over Fixed Internet (BIA). TEC, the highest correlated item with the BIA indicated that the adopters sought for straight forward connectivity and speed in an internet connection. Dynamic pricing, an indicator of FEE was another influencing factor for adoption decision. Adopters give least priority Perceived Usefulness of Mobile Internet over Fixed Internet (USE). The research findings prove that subscribers are content with the level of the technicality in Mobile Internet connections whilst Mobile Internet connections are perceived to be more economical than Fixed Internet connections. Additionally, the results reveal that adoption decision is influenced by cultural and social characteristics of a particular society or a country. The clarity gained from this research can be considered by ISPs in their marketing activities.Item Factors influencing on Usage of Mobile Banking Services: With Special Reference to People’s Bank(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Divakara, J.W.K.P.; Yatiyammana, M.R.K.N.Though People’s Bank is having around 740 branch network island wide with a customer account base of Over 13Mn (Bank Annual Report, 2015) , it has failed to reach 100% of the country population. Bank has introduced technology driven solution to address this situation with mobile banking services. Still the usage of Mobile Banking services are not satisfactory by its customers. The purpose of this study is to identify the factors affecting and level of impact of those factors towards the usage of Mobile Banking Services offers by People’s Bank. The G power software was used to determine the sample size of the study and online questionnaire was sent to randomly selected people’s bank customer email database of 250 in Gampaha District and fist 200 responses will be analyzed. The findings of this study will benefit to the People’s Bank to promote its Mobile Banking facility among its customers and offer them efficient financial solutions through mobile devices which will save their time and money; customers are able to enjoy 24/7 hours banking services at any time anywhere. Finally, the findings could be further used for strategic decision making to increase the usage for MB Facilities.