7th-2022

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980

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Congruence Between Self-Image and Brand Personality and Their Impact on Purchasing Intentions: A Case of Sri Lankan Motorcycle Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Samarasinghe, K. G. S. A.; Patabendige, S. S. J.
It is argued that consumer purchasing intentions may reflect not only functional reasoning but also symbolic meanings. Indeed, businesses have long attempted to develop brand personalities that appeal to the self-image of their target customers. Past studies indicate that congruence between self-image and brand personality plays a significant role in brand loyalty. However, much remains to be understood regarding how such congruence may translate to customer purchasing intentions. In particular, this paper focuses on two types of self-images: actual and ideal, and their relationship with purchasing intention by focusing on the mediating role of brand personality. Data for the study is drawn from the motorcycle industry in Sri Lanka using a convenient sampling technique. 337 survey responses were analyzed using correlation and regression techniques using the SPSS 26 software. The study finds that both actual and ideal self-image significantly and positively affect purchasing intention and that brand personality mediates their relationship. The study's findings highlight the need for businesses to focus on developing brands that appeal to their customers' self-image and that such congruence should not only relate to how the customer sees him or herself now (actual) but also how they wish to see themselves in the future (ideal).
Drivers of the Purchasing Intention of Fair-Trade products: Special Reference to the Cosmetics Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Jayaweera, N. S.; Gayathree, D. G. P. K.
The study reported in this paper identified the drivers of the purchasing intention of fair-trade cosmetics products in Sri Lanka according to the extended Theory of Planned Behavior (TPB). The growth in the sale of fair-trade products has increased interest in understanding the factors influencing fair-trade purchase intention. To test the hypotheses, this study was conducted with 337 respondents in Sri Lanka through an online survey, and data were analyzed using SPSS version 26. The finding demonstrates that attitude, perceived behavioral control, and subjective norms positively and significantly impact fair-trade purchase intention in the cosmetics industry in Sri Lanka. Further analyses reveal that the added two variables, moral obligation and self-identity, also have a significant positive relationship with fair-trade purchase intention. The study analysis attempts to find the solutions to the research objectives. FT is a characteristic that sets one brand apart from its rivals and increases its value. The brand is viewed as a valuable item by customers who can use it to connect with their identities and develop a strong affinity, which a business must preserve. Hence, the researcher recommended that companies further identify drivers of the purchasing intention of fair-trade products in the cosmetics industry in Sri Lanka.
Factors Affecting Consumer Acceptance of Omni-channel Approach with Special Reference to the Supermarket Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Jayamal, S. K. D. I. U.; Herath, H. M. R. P.
This research study aims to understand the factors affecting consumer acceptance towards an Omni-channel approach, specifically within the supermarket sector. Conducted with 198 respondents in the Colombo District of Sri Lanka, the study employed a quantitative methodology. Five dependent variables: perceived usefulness, perceived ease of use, perceived compatibility, cost, and risk were tested for their influence on the independent variable, intention to use. The results indicated that perceived usefulness, ease of use, and compatibility have a significant positive impact on consumers' behavioural intention to use an Omni-channel approach. In contrast, cost and risk do not have a significant impact. The study revealed that perceived compatibility is the most salient factor in determining consumers' behavioral intention to use an Omni-channel approach. Additionally, general findings such as awareness of the Omni-channel approach, frequency of use, and respondents' most preferred channel approach were included. This research provides recommendations, suggestions, and insights for marketers and businesses in designing their channel strategies when introducing a novel approach like the Omni-channel approach in the supermarket sector. Furthermore, it offers useful insights for researchers for further investigation in this area.
Factors Affecting on Adoption of E- Banking Services in Sri Lanka with Special Reference to the Commercial Banking Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumara, R. D. I. S.; Dissanayake, D. M. R.
This study examines the influence of perceived behavioral control, subjective norms, perceived usefulness, and perceived ease of use on the adoption of e-banking in the Sri Lankan commercial banking industry. The sample comprised individuals who use commercial banks' e-banking services. Initially, 500 questionnaires were distributed, with 385 appropriately completed responses utilized for the final data analysis. The investigation employed a theoretical framework based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to explore the factors influencing the adoption of e-banking services and their effects. Hypotheses were tested using correlation analysis, multiple regression analysis employing a hierarchical approach, and diagnostic tests for outliers, residuals, and influential cases. Additional statistical tests, including trend analysis and contrast tests of ANOVA, were conducted to analyze demographic characteristics, particularly focusing on respondents' income levels. The study validated four primary hypotheses, demonstrating significant correlations between e-banking adoption and perceived usefulness, subjective norms, perceived behavioral control, and perceived ease of use. It was also found that variations exist in e-banking adoption concerning several demographic factors. Limitations of the study include time constraints and a restricted sample selection. However, the novelty of the research lies in the extension of TAM and TPB within the context of the current research setting.
Factors Influencing on Customer’s Switching Behavior of Mobile Service Providers in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Rashmila, R. M. R.; Weerasiri, R. A. S.
The mobile telecommunications industry is one of the fastest-growing sectors in Sri Lanka. Due to the highly competitive market environment, service providers need to sustain their customers and attract new ones. Consequently, customer switching behavior has become frequent. This study focused on identifying the factors influencing customers' switching behavior among mobile service providers in Sri Lanka. Six independent variables were identified from the previous literature: pricing, inconvenience, core service failure, service encounter failure, attraction by competitors, and switching cost, which influence customers' switching behavior in the mobile telecommunications industry. According to the Morgan formulation, the sample size for the study was determined to be 384. Therefore, 384 questionnaires were distributed to mobile telecommunications customers in Sri Lanka, with a response rate of 75%. The convenience sampling method was used. The questionnaire contained 33 items measured on a seven-point Likert scale. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS). The study revealed that all independent variables: pricing, core service failure, service encounter failure, attraction by competitors, and switching cost had a significant effect on the switching behavior of mobile telecommunications customers, except for inconvenience. Strategies were proposed for service providers, and suggestions were offered for future researchers to obtain more reliable outcomes in their studies.
Factors Influencing the Switching Behavior of Mobile Telecommunication Service Consumers in Sri Lanka (Colombo District)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Liyanage, T. D. S.; Dissanayake, D. M. R.
Consumer switching is a major issue for mobile telecommunications service providers, and marketers must understand why customers want to switch from one mobile telecommunications provider to another. Alongside, this study addresses the main requirement of investigating the factors that influence mobile telecommunications consumers' switching behavior in the Western Provinces of Sri Lanka. A conceptual framework was developed to investigate the impact of independent variables on switching behavior with empirical evidence, and the questionnaire was the main research tool. The study was based on 360 respondents from the Western Province, followed by the convenience sampling method, which falls under non-probability sampling. It employed SPSS -23 software to analyze the data. Analysis was done by using regression analysis. According to the results, mobile telecommunication service providers have a high level of switching behavior, and drivers such as network quality, technology changes, switching cost, core service failure, and attraction towards competitors influence the switching behavior of mobile telecommunication consumers in Sri Lanka. Finally, the paper presents the managerial implications considering factors that cause consumers to switch mobile telecommunications providers.
Impact of Advertising Appeals on Consumer Purchase Intention in Mobile Telecommunication Sector: with Special Reference to Youth Segment in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gunawardana, N. D. D.; Bandara, B. S. S. U.
This study aimed to determine the relationship between advertising appeals and consumer purchase intention in the mobile telecommunications sector, with a particular focus on the youth segment in Sri Lanka. The mobile telecommunications industry is highly competitive and generates significant income. Advertising appeals play a crucial role in increasing revenue, and selecting the most appropriate appeal is essential when creating and executing advertisements. Advertisements are designed to attract customers to purchase a specific product or service, with purchase intention being one of the primary objectives of advertising. This quantitative research study involved distributing a structured questionnaire online to 384 youth mobile connection users in the Western Province, recording their responses to various advertising appeals, such as emotional, rational, and moral appeals. The sample was selected using a convenience sampling method. Data analysis was conducted using the Statistical Package for Social Science (SPSS) version 26. The findings can be utilized to select the most appropriate advertising appeals to influence the purchase intention of certain mobile telecommunications brands, keeping them at the forefront of customers' minds.
The Impact of Advertising Appeals on Purchasing Intention with Special Reference to Social Media Advertisements of Mobile Data Packages in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Vimukthi, U. Sahan; Herath, H. M. R. P.
In today's highly competitive business environment, marketers heavily rely on advertising to maintain a competitive edge. The mobile data service market in Sri Lanka is a sector where market players predominantly compete through advertising. The selection of the most suitable advertising appeal is crucial when designing and executing advertisements, as inducing purchase intention is a primary objective. Thus, this study aims to investigate the impact of social media advertising on purchase intention within the mobile data market in Sri Lanka. This research focuses on quantitative data, with a sample of 384 respondents selected on a convenience basis. The sample comprised Sri Lankan mobile data package users or potential users residing in the Western Province, primarily between the ages of 18 and 35. Primary data were collected using a well-structured questionnaire and analyzed with SPSS 26. Factor analysis was employed to assess the reliability and validity of the study, while regression analysis was used to evaluate the impact and significance of various advertising appeals on purchase intention. The findings indicate that both rational and emotional appeals significantly influence purchase intention. However, it was found that rational appeal has a substantially greater positive impact on purchase intention compared to emotional appeal in the context of mobile data package advertising in Sri Lanka.
Impact of Brand Equity on Consumer Purchasing Intention with Special Reference to Franchised Food Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Perera, N. S. D. S.; Gunawardane, W. A. D. N. R.
Brand equity is recognized as a significant and key concept for any company or industry, supporting organizations in maintaining a favorable customer base. In the highly competitive franchised food industry, retaining customers is a considerable challenge. Numerous researchers have found that brand equity significantly influences customer buying decisions. As highlighted in empirical investigations, brand equity plays a crucial role in brand-related behavior. This survey was conducted to determine the impact of brand equity on consumer purchasing intention. The study empirically evaluated the interlink of five dimensions of brand equity: brand awareness, brand association, perceived quality, and brand loyalty. Primary data were collected through a questionnaire to examine the research objectives. The study's population was unknown, and data were gathered from 372 respondents using a convenience sampling method under the non-probability sampling technique. Hypotheses were tested using inferential statistical tools, in accordance with the assumptions, using the Statistical Package for Social Science (SPSS) version 26. The results indicated a positive and significant impact of brand equity on consumer purchase intention. Thus, brand equity critically influences how consumers purchase franchised fast foods. The conclusions of this study will significantly contribute to companies in the franchised fast foods market by aiding in the development of brand equity-related strategies, including marketing promotion methods. Managerial recommendations were provided, emphasizing emotional branding strategies within the context of brand equity.
Impact of Brand Experience in Developing Brand Loyalty with Special Reference to Upscale Fine-Dining Restaurants in Colombo
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Malalarathna, M. A. B. A. U.; Gunawardhana, W. A. D. N. R.
The restaurant sector is heavily relied upon by Sri Lanka as a crucial component and focal point of the tourism industry. Both globally and within Sri Lanka, fine dining and the attraction to upscale restaurants are emerging concepts. Although numerous studies have been conducted on local restaurants and dining, as well as on brand experience and brand loyalty in foreign countries, a significant gap in research specifically concerning fine dining and upscale restaurants within Colombo's restaurant sector has been identified. This study was conducted with the primary aim of investigating the influence and impact of brand experience on the development of brand loyalty, with a particular focus on fine-dining upscale restaurants in Colombo, addressing both empirical and practice gaps. A deductive approach was employed, with the conceptual framework being derived from existing literature and tested using data collected from 337 respondents. To ensure the accuracy of the data and achieve the study's objectives, secondary data from related literature were utilized, and primary data were collected through an online questionnaire, employing a convenience sampling method. The data were analysed using SPSS software. The findings revealed a significant impact of brand experience on the development of brand loyalty towards upscale fine-dining restaurants in Colombo. Additionally, managerial implications are discussed in the discussion section.
The Impact of Brand Personality on Brand Trust with Special Reference Fast Food Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumari, V. D.; Gunawardane, W. A. D. N. R.
This article aims to examine the impact of brand personality dimensions on brand trust within the Fast Food Industry in Sri Lanka. Numerous researchers in various countries and contexts have explored this topic using different brand personality attributes. This study, however, focuses on five specific brand personality attributes: Sincerity, Excitement, Competence, Sophistication, and Ruggedness, which serve as the dimensions of the independent variable. The research is based on responses from 378 participants. A quantitative research design was employed, and the data collected were analysed using the Statistical Package for the Social Sciences (SPSS) version 26. The major findings, derived from testing hypotheses through multiple regression analysis, indicate that Sincerity, Excitement, and Competence have a positive and significant impact on brand trust. Conversely, Sophistication and Ruggedness were found not to have a significant impact on brand trust within the Fast Food Industry in Sri Lanka. The study also identifies certain limitations and provides suggestions for future research to enhance the effectiveness and reliability of the findings.
The Impact of Celebrity Endorsement in Developing Purchase Intension with Special Reference to Confectionery & Bakery Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Silva, S. W. K. N. D.; Gunawardane, W. A. D. N. R.
This study aims to examine the impact of key determinants of Celebrity Endorsement on customers' purchase intentions, with a particular focus on the population in the Western Province of Sri Lanka. The determinants of Celebrity Endorsement analyzed in this study include Attractiveness, Trustworthiness, and Expertise. A research model was developed based on various studies and theories, and a quantitative research approach was employed. The study population comprised individuals aged 18 and above, both male and female, residing in the Western Province. A convenience sampling method was used to select the sample. Data were collected through a structured questionnaire administered via an online survey. Correlation and linear regression analyses were conducted to evaluate the hypotheses. The findings revealed a positive and strong relationship between the key determinants: Attractiveness, Trustworthiness, and Expertise and the purchase intention for biscuit products among individuals in the Western Province. The research findings contribute to understanding the value-enhancing potential of Celebrity Endorsement and illustrate its impact on customers' purchase intentions in the Confectionery and Bakery industry. These findings are valuable for decision-makers and marketers in the Confectionery and Bakery industry, providing insights into customer behavior and aiding in the development of effective marketing strategies. The effects of Celebrity Endorsement on customer perceptions and purchase intentions regarding Confectionery products and brands in the Sri Lankan context have yet to be fully understood.
The Impact of Celebrity Endorsement on Consumer Buying Behavior with Special Reference to Skin Care Products in Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Weerasinghe, D. D. T. S.; Medis, L. A. P.
This study aims to investigate the influence of celebrity endorsement on consumer buying behavior regarding skincare products in Sri Lanka. The primary objective was to assess the extent to which celebrity endorsement affects consumer purchasing decisions. The research employed both quantitative and qualitative data collected through a self-administered online questionnaire. Surveys were administered to 384 respondents from Colombo, Gampaha, and Kalutara districts in the Western Province of Sri Lanka, utilizing a convenience sampling method. The study collected primary data via questionnaires and secondary data from internet sources and magazines. A deductive approach was used in the research, with a conceptual model featuring four independent variables: celebrity expertise, trustworthiness, attractiveness, and the match-up between the celebrity and the product. Descriptive statistical tools were applied for data presentation, and SPSS version 23 was used for correlation and multiple regression analysis. The findings indicate that celebrity expertise, trustworthiness, attractiveness, and the match-up with the product significantly impact consumer buying behavior. The study concludes with specific suggestions for future research areas.
The Impact of Celebrity Endorsement on Consumer Buying Behavior: with Special Reference to Confectionery Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amarasekara, D. C. A.; Weerasiri, R. A. S.
Sri Lanka, as a South Asian country with a growing economy, presents numerous areas for research. Among these, the confectionery industry, which plays a significant role in the economy, has garnered attention. This study focuses on the impact of celebrity endorsement on consumer buying behavior within this sector. The confectionery industry has experienced substantial growth over the past decade, and forecasts suggest continued rapid expansion in the coming years. Consequently, intense competition has emerged among industry players. Celebrity endorsement is identified as a potentially effective strategy to address these competitive challenges. Empirical studies indicate that celebrity endorsement positively influences consumer buying behavior in the confectionery sector. Specifically, attributes such as celebrity expertise, trustworthiness, and attractiveness are found to motivate consumer purchase intentions. This research examines the effect of celebrity endorsement on consumer buying behavior in Sri Lanka’s confectionery industry. A simple random sampling technique was employed to select a sample of 384 consumers from across Sri Lanka. Data were analyzed using correlation matrix analysis. Given the limited existing research on the impact of celebrity endorsement within this industry in Sri Lanka, this study provides valuable insights for organizations in the sector, helping them to develop and implement effective marketing strategies.
Impact of Celebrity Endorsement on Consumer Purchasing Behavior in Sri Lankan Cosmetic Industry Specifically Considering Products; Hair Oil, Shampoo and Beauty Soap
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Padukka, L. U.; Weerasiri, R. A. S.
This research study was developed by rationalizing existing literature sources to construct arguments regarding two primary concepts: celebrity endorsement and consumer purchasing behavior in the Sri Lankan cosmetic industry, with a specific focus on products such as hair oil, shampoo, and beauty soap. The study focused on the impact of celebrity endorsement in the cosmetic sector, which plays a significant role in the local economy. Empirical research was conducted using the TEARS model, which includes variables such as trustworthiness, expertise, attractiveness, respect, and similarity of the celebrity as key factors influencing celebrity endorsement. Data were collected from 200 respondents through a convenience sampling method, resulting in a final sample size of 193 respondents from the University of Colombo, University of Sri Jayewardenepura, and University of Kelaniya. The findings of the research, based on an online survey questionnaire, are presented in graphs and pie charts. Data analysis was carried out using the Statistical Package for Social Sciences (SPSS). The findings revealed a positive relationship between celebrity endorsement and consumer purchase intention. The survey indicated that each variable of celebrity endorsement has a direct and significant positive impact on consumer purchase intention. The data analysis confirmed the reliability of all variables and demonstrated that celebrity endorsement significantly influenced the dependent variable, consumer purchase intention. Furthermore, the research findings suggest that celebrity endorsement should be considered a complex marketing communication strategy with the potential to yield highly positive results.
Impact of Celebrity Endorsement on Customer Purchase Intention towards Personal Care Products in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gunaweera, D. S.; Weerasiri, R. A. S.
In this era, celebrities are becoming increasingly personable with their audience. Consequently, the concept of celebrity endorsement has emerged as a prominent trend, with consumers more likely to emulate their favored celebrities. This research aims to examine the relationship between celebrity endorsements and customer purchase intentions, with a specific focus on the personal care product category. The population considered for this study includes individuals from across Sri Lanka, ranging from ages 16 to over 50. A structured questionnaire was developed to collect data from the sample, which yielded 440 valid responses. Correlation and regression analyses were performed using IBM SPSS version 26 to test the hypotheses. The findings confirmed that the hypotheses were valid. The research demonstrated that celebrity endorsement has a positive and significant impact on consumer purchase intention for personal care products within the Sri Lankan context. It is anticipated that local consumers are inclined to align with celebrity-endorsed personal care products. Therefore, firms should not disregard the influence of celebrity endorsement when branding their products.
The Impact of Celebrity Endorsement on Purchase Intention of the Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amalka, M. D. H.; Wanninayake, W. M. C. B.
This paper aims to determine the definitive impact of celebrity endorsement on purchase intention within the telecommunication industry in Sri Lanka. The study utilized the TEARS model variables as the independent variables, with purchase intention as the dependent variable. The conceptual framework and questionnaire were developed following a comprehensive review of relevant literature and concepts pertaining to the study area. A quantitative research approach was employed, and data were collected using a self-administered questionnaire. Out of the 396 questionnaires distributed, 340 responses were used for analysis after excluding extreme cases. To assess the hypothesized relationship between the independent and dependent variables, a multiple regression analysis was conducted using SPSS version 26. The findings revealed a significant impact of celebrity endorsement on purchase intention within Sri Lanka's telecommunication industry.
The Impact of Celebrity Endorsement on Purchase Intention: Examining the Mediating Effect of Customer Trust: with Special Reference to Fashion Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Janith, H. N. Naveen; Weerasiri, R. A. S.
In contemporary society, celebrities are often regarded as role models, leading individuals to make lifestyle changes to emulate their favorite stars. This influence significantly impacts purchase intentions within the retail fashion sector, resulting in intense competition among businesses. To address this, marketers frequently employ celebrity endorsement strategies to affect consumer purchase intentions. The purpose of this study is to examine how celebrity endorsement influences customer purchase intention, specifically within Sri Lanka's fashion retail industry. A review of existing literature revealed a contentious conclusion regarding this relationship. Additionally, there is a scarcity of research on the mediating role of customer trust in this context. Data for this quantitative study were collected using a standardized questionnaire. A total of 418 questionnaires were distributed, and 389 responses were obtained through an online survey. The results demonstrated a positive impact of celebrity endorsement on purchase intention. Furthermore, it was found that consumer trust mediates the relationship between celebrity endorsement and purchase intention. SPSS version 26 was utilized for regression and correlation analyses. Based on the findings, recommendations and directions for future research were proposed, which are intended to aid marketers and researchers in the fashion retail industry.
Impact of Celebrity Endorsement towards Brand Switching Behavior of Customers with Special Reference to Mobile Telecommunication Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Heshan, K. A. S.; Weerasiri, R. A. S.
The research focuses on analyzing the impact of celebrity endorsement on brand switching behavior (BSB) within the telecommunication industry in Sri Lanka. The competition in the mobile telecommunication sector in Sri Lanka has rapidly increased, not only in terms of subscriber numbers but also in the diversity of service providers. Celebrity endorsement has emerged as a prominent marketing strategy to attract customers. However, there is limited evidence regarding the impact of celebrity endorsement on brand switching behavior in this industry. Primary data were collected using a structured questionnaire, employing the judgmental sampling technique, from a total of 395 responses. The analysis was conducted using a quantitative approach. Descriptive statistics were used to analyze the demographic information of the respondents, while inferential analysis was performed using mean values, correlation, and regression techniques. The results indicated that trustworthiness, expertise, and attractiveness were positively correlated with brand switching behavior, suggesting that celebrity endorsement has a positive influence on this behavior. Regression analysis revealed that expertise had a positive and significant impact at the 1% level, implying that an increase in expertise leads to an increase in brand switching behavior. It is recommended that decision-makers place greater emphasis on the characteristic of expertise when selecting endorsers to enhance market success.
The Impact of Consumer Attitude Towards Use on Continued Intention to Adopt E-Learning, in Sri Lankan A/L Private Tuition Industry: Moderating Effect of Information System Success
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Fernando, P. U. S.; Herath, H. M. R. P.
This article aims to analyze the impact of Consumer Attitude Towards Use (CATU) on Continued Intention (CI) for e-learning systems, with Information System Success (ISS) serving as a moderating variable within Sri Lanka's private tuition industry, specifically in the Western Province. The private tuition industry is a crucial area for research due to its established presence and the lack of statistical insights owing to limited research. Following the imposition of online education during the COVID-19 pandemic, many learners have continued with online classes even as conventional classes resumed. Online learning has thus become a new norm. The study examines how Continued Intention (CI) is influenced by Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Confirmation (C), considering the impact of Information Quality (IQ), System Quality (SYQ), and Service Quality (SQ) collectively as Information System Success (ISS). An integrative model was developed based on a literature review. Data were collected from 382 respondents through an online questionnaire, and SPSS version 22 was utilized to test the hypotheses. The findings indicate that the relationship between Consumer Attitude Towards Use (CATU) and Continued Intention (CI) is not particularly strong. Additionally, the moderator analysis revealed that Information System Success (ISS) does not significantly affect the relationship between consumer attitudes and their propensity to continue using e-learning systems.