Symposia & Conferences
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Item The Impact of Online Visual Merchandising Strategies on Online Purchase Intention with Special Reference to the Supermarkets in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Weerakkodi, W. D. D.; Patabendige, S. S. J.; Sivasangari, Y. K.This study examines the impact of Online Visual Merchandising strategies and their specific elements such as, website registration, website navigation, web graphics, product demonstration, and web advertising on Online Purchase Intention in Sri Lankan supermarkets, With the increasing relevance of e-commerce, particularly post-COVID-19, the research aims to fill the gaps in local literature, focusing on the busy lifestyle of employed individuals in Sri Lanka, primarily from the western province. A quantitative research approach was followed, in which a structured survey was used on 399 employed respondents in Sri Lanka and Majority represented by Western province. In analyzing the data, the relationship between Online Visual Merchandising Strategies and Online Purchase Intention was evaluated by statistical techniques such as correlation and regression analyses. The underlying research adopted a positivism paradigm and followed a deductive methodology to ensure that data collection and interpretation are accurate. Different demographic variables were targeted to make the findings representative using sampling methods. Reliability and validity tests were conducted to ensure the integrity of data. These findings show that Online Purchase Intention is influenced significantly by all the elements of Online Visual Merchandising Strategies. The greatest significant impact on consumers are the issues of ease in website navigation and demonstration of product selection. In a nutshell, good visual looks of an interface will go hand in hand with a user-friendly approach and act as important enhancers in influencing customers, improving purchase behavior. More interactive functions lead to improved levels of users, such as 360-degree view or virtual fitting room, which increases customer engagement. These features support and complement the sensory deficiencies in online shopping, hence giving a near-in-store experience. Statistical results further showed that the integration of trust-building mechanisms, like secure payment gateways and transparent product reviews, was very important for enhancing consumer confidence. Geographically, the study is limited to the Sri Lankan context, most responses from the Western Province, while the focus is on employed population. Hence, the representation is limited. Other external factors that may indirectly influence the consumer's behavior have not been taken into consideration in this study, like economic instability or cultural influences. The need for further research in diverse demographic groups and with longitudinal designs exists to examine the evolutionary nature of consumer behavior. The comparative studies with other South Asian markets may yield more useful insights. The Theoretical contribution of this study enhances the existing literature on consumer behavior and digital marketing by integrating insights specific to Sri Lanka. It underlines the relevance of the Technology Acceptance Model in understanding online purchasing behavior but also suggests refinement toward aspects of cultural and emotional variables. The managerial implications are that strategies should focus on ways in which supermarkets invest in interactivity, targeted advertising, and the appeal to enhance visuals on digital platforms. These will be able to motivate customer engagement, build brand loyalty, and strengthen market competitiveness. It encourages retailers to devise robust analytics that would keep them updated about customer feedback and thus allow dynamic adaptation of strategies. Tangible impacts are investments in augmented reality, AI-driven personalization-producing shoppers' engaging experiences for tech-savvy customers and educating grocery employees on how to operate digital interfaces. By doing so, it will increase the potential online customers and thus support economic growth. It is where policymakers should emphasize the need for communities when there is a lack of services regarding digital literacy. This would be a very good opportunity to further investigate how sensory immersion and emotional involvement in online retail work. The study confirms that the general results are held by studying Online Visual Merchandising Strategies applications in industries such as electronics or fashion. Advanced econometric models can include complex relationships among the components of visual merchandising and consumer behavior.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 Customer Satisfaction on Internet Protocol Television (IPTV) and Satellite TV in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Mudannayake, S.; Thilakarathne, C.R.Sri Lanka has entered to the IPTV and Satellite TV industry with the launch of PEO TV, Dialog TV, SAT TV, DISH TV, etc. Dialog TV is a market leader in Satellite TV service in Sri Lanka. With the recent evolution of telecommunication technology operators in Sri Lanka have introduced several emerging technologies to market like HSPA, SATELLITE TV, IPTV, and DVB-T & WiMAX. Severe competition particularly among mobile operators, unbearable taxes imposed by the government on the industry, continuous increase in the operational expenditure, industry saturation, Inflation , features and benefits of the product can be identified as the possible reason behind the customer satisfaction or reject the service. This study is conducted to identify the intention of using IPTV or Satellite TV in Sri Lanka, while measuring customer satisfaction related to both technologies including Ease of Use, usefulness of the service and Attitude toward the service. This study is basically focused on customer satisfaction on IPTV and Satellite TV. Actually there are two market leaders for those two services; those are Dialog TV and PEO TV. The research framework was based on TAM model to compare the two services as well as customer satisfaction. Targeted population for this Quantitative research is peo TV and Dialog TV users in Colombo District. This survey is used to acquire data from 200 samples and used Simple Random sampling method. This empirical study offers several implications for the service providers to increase consumer’s intention by considering the factors affect to use these services as their future marketing strategies. On the other hand service providers can be able to find thinking pattern and diffusion pattern of the service. Customers can be able to get an idea about these services and benefits of the services.Item Customer Intention towards IT Driven Banking Services in Sri Lanka: Special Reference to Western Province(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Pathirana, K.D.P.R.; Yatigammana, M.R.K.N.Using Information technology driven banking services (ITDBS) such as automated teller machines (ATM), mobile banking, internet payment gateway, online banking and telephone banking customers are benefited by attend to their banking transactions all day every day at a lowest cost where as banks are benefited by time saving, cost saving and saving human effort. All most all of the Sri Lankan commercial banks are trying to introduce more ITDBS by investing huge amount of money in order to improve their operations thereby achieve competitive advantage. This investigation examines the user acceptance of ITDBS and factors influencing the customer intention to use information technology driven banking services (ITDBS) in Sri Lankan western province customers. This study targeted at theory building and developing a framework highlighting on quantitative research including document revision with banking customers to inspect the reasons influencing customer intention to use ITDBS. TAM, TRA and TPB models are used to give better conceptualization for the Customer acceptance issues. By understanding the factors that can affect customer intention to use ITDBS will assistance the banking industry to construct their marketing strategies to support new form of IT driven banking solutions in the forthcoming.