Wijesundara, W. M. R. A.Udara, S. W. I.2025-07-172025Wijesundara, W. M. R. A., & Udara, S. W. I. (2025). Impact of Website Design Elements on Purchase Intention in the Vehicle E-Commerce Industry in Sri Lanka. 9th Student Research Conference in Marketing. Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.http://repository.kln.ac.lk/handle/123456789/29699This study examines how website design elements influence purchase intentions among vehicle e-commerce users in Sri Lanka. The study addresses the growing need for trust and usability in online platforms that deal with high-stakes purchases, such as automobiles, where decision-making is complex and emotionally charged. Despite global e-commerce growth, Sri Lankan vehicle e-commerce stands behind in terms of incorporating advanced design elements such as interactivity and personalised user experiences. This study addresses this gap by assessing visual design, interactivity, information quality, and usability as important factors influencing consumer trust and decision-making. The study uses a quantitative research methodology with a cross-sectional time horizon. The research population consists of Sri Lankan vehicle e-commerce users, with a sample size of 370 participants chosen using simple random sampling. Data was gathered using a self-administered questionnaire distributed online and analysed with SPSS software. The study uses descriptive statistics, correlation analysis, and multiple regression to determine the relationships between website design factors (visual design, interactivity, information quality, and usability) and purchase intentions. The methodology provides a solid framework for achieving the study's goals and investigating practical implications for e-commerce platforms. The findings show that visual design, which includes elements such as aesthetic appeal, layout, and image quality, has a significant impact on first impressions and trust. Interactivity features like virtual test drives, 360-degree views, and customisation options improve emotional connection while lowering perceived risks associated with online vehicle purchases. Information quality, which includes accuracy, relevance, and credibility, is critical in addressing consumer concerns about product authenticity and specifications, resulting in increased decision confidence. Usability factors such as easy navigation, advanced search filters, and mobile responsiveness improve the user experience by allowing seamless browsing and informed decision making. Collectively, these factors contribute to increased purchase intentions among Sri Lankan vehicle e-commerce users. Furthermore, the study aligns with existing consumer behaviour theories while addressing gaps unique to the vehicle e-commerce context. The study's cross-sectional design limits its ability to capture longitudinal changes in consumer behaviour and preferences. Furthermore, reliance on self-reported data may result in response bias. The findings are context-specific to Sri Lanka, which may limit their applicability to other geographic regions or markets. The study focusses primarily on the vehicle e-commerce industry, but future research could compare findings to other high-involvement e-commerce sectors, such as real estate or luxury goods. Research findings provide actionable insights for e-commerce developers and marketers, such as incorporating interactive features, verified inspection reports, and enhanced usability elements to increase trust and conversion rates. The study highlights the importance of immersive and user-centered experiences that mimic in-store interactions. Implementing these recommendations on Sri Lankan platforms may increase competition and consumer confidence in vehicle e-commerce. Future research could use longitudinal designs to examine changes in consumer behaviour over time or to compare results from various e-commerce industries. Exploring cross-cultural or international contexts may provide additional insights into the proposed design elements' universal applicability.Consumer BehaviorInformation QualityInteractive FeaturesOnline TransactionsPurchase IntentionUser TrustVehicle E-CommerceWebsite DesignArticle