Enhancing Online Shopping Behavior: A Deep Dive into Website Personalization, Usability, Content, and Trust Among Women, Sri Lanka

Abstract

With the increasing popularity of online shopping facilitated by the Internet, consumers are increasingly electing for the convenience and advantages offered by online platforms over traditional brick-and-mortar outlets. The research explores into the impact of Website Personalization (WEP), Website Usability (WEU), Website Content (WEC), and Website Trust (WET) on the Online Shopping Behavior (OSB) of the targeted demographic. The study employs rigorous methodologies to draw generalized conclusions based on the responses of 312 participants from the Central province. The sample respondents were selected through a convenience sampling method, comprising online retail customers who have either visited or made purchases from clothing websites. Results indicate a positive influence of WEP, WEU, WEC and WET on OSB, with significant relationships identified. Notably, WEU emerges as the most influential factor, as evidenced by its highest value in correlation analysis. The implications of the study's findings are discussed, and recommendations are provided based on the identified factors. The research contributes valuable insights to the understanding of OSB in the context of clothing websites, providing stakeholders with actionable information to enhance their platforms and better cater to the preferences and needs of Central province Sri Lankan female customers.