5th-2021

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28398

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Author: search.filters.author.Wijesundara, BimaliHas files: Yes

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    Impact of Convenience on Consumption Experience towards Mobile Shopping Application: with Special Reference among Y Generation in Colombo District
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranasinghe, P. T. A.; Wijesundara, Bimali
    There is an ever-increasing growth in mobile usage, and the use of mobile shopping application become the newest trend of shopping in the modern world. Within the growth of shopping via mobile applications, convenience is considered critical. This study was conducted to examine the impact of convenience factors in mobile shopping applications on consumption experience among y generation in Colombo district. This study was carried out as a deductive study, and a quantitative method was employed. The sample was limited to 150 respondents, and it used the convenience sampling method. The data analysis was assisted by using a statistical package for social science version 23. Concerning the variables; search convenience, evaluation convenience, transaction convenience, possession convenience, post-purchase convenience & overall results revealed that consumption experience towards mobile shopping applications. This study is limited to the shopping industry. Therefore, further investigation into other contexts is required to generalize the findings. The present study’s findings revealed valuable implications for the mobile & shopping industry, providing marketers the opportunity to use the findings to identify their consumers’ buying behavior in the digital environment. The present study is the first to explore the impact of convenience on consumption experience towards mobile shopping applications. Hence, this study contributes as a source of literature for future researchers.
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    Determinants of Customer Purchase Intention Towards Sugar- Sweetened Beverages with Color-Codes: With Special Reference to Southern and Western Province of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madhusanka, I. D. N.; Wijesundara, Bimali
    This study purpose to empirically investigate the determinants of customer purchase intention towards sugar-sweetened beverages with color codes. The target in the study is 300 respondents who are 18 to 66 years’ age group. A survey research questionnaire with 25 research items has been adopted. The data of 300 respondents were collected from the selected sample in the Southern and Western provinces in Sri Lanka. The research used a quantitative research design, and the actual data collected analyzed using Statistical Package for Social Science (SPSS) version 23. Then, Internal Reliability Test, Convergent Validity Test, Pearson Correlation, and Multiple Regression Analysis are conducted. The results show that independent variables, which are label attitude, General health interest, and light product interest, have a significant positive relationship with purchase intention. On the other hand, the subjective norm has no significant relationship with Purchase intention. The study’s main limitation is the sample size of 300 respondents, which may not be comprehensive enough to represent the people in the Southern and Western provinces of Sri Lanka. Moreover, this research provides a more precise overview of factors that drive purchase intention towards sugar- sweetened beverages and what factors should positively focus on and focus on less. Further, the researcher has been provided with recommendations to the relevant parties to increase the awareness and persuasion for sugar-sweetened beverage consumption.
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    Factors Influencing on Online Brand Trust in The Context of Online Shopping Sites in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Liyanaarchchi, L. A. M. S.; Wijesundara, Bimali
    The COVID-19 pandemic has accelerated the shift towards a more digital world. As a result of this, online shopping sites were popular among customers. This study examines online brand trust and its influencing factors in the specific context of online shopping sites in Sri Lanka. Based on the literature review on online brand trust drivers, it was found that there is a research gap on online brand trust. Accordingly, six hypotheses are built to determine the relationship of word-of- mouth, online experience, security, perceived risk, brand reputation, and quality information on online brand trust. The hypothesis is being tested in terms of the mentioned variables on online shopping site users in Sri Lanka. The research study was quantitative, and the primary data were taken from the 300 online shopping sites users. Convenience sample techniques were used to select the respondents. Validity, reliability, normality, tests, and multiple regression analysis, assumption testing had been conducted. According to the study’s findings, security, online experience, quality information, and brand reputation appear to have a significant and positive relationship with online brand trust. This study provides an insightful understanding of the consumer’s online brand trust.
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    The Impact of User-Generated Content (UGC) on Traveler Lodging Intention: Special Reference to Travel Lodges in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Chandrasiri, S. C. M. M.; Wijesundara, Bimali
    With the effect of emerging social media, UGC has brought a new perspective by enabling social media users to communicate with or share their thoughts with social media networks. Social media users are also sharing their experience regarding the services and products which they consume. Hence, the quality of the service like travel lodge and hotel can be described after experiencing the service because of the intangibility of that service, UGC regarding travel lodges has a significant impact on consumers purchase intention or booking intention. Therefore, this study aims to examine the effect of UGC on travelers lodging intentions. The researcher built the hypotheses to test the relationship based on the conceptual model developed by the researcher. The convenience sampling method was used to select 266 respondents who has visited travel lodges in the previous 24 months and actively using social media. Findings revealed a positive relationship between UGC and purchase intention. It has been found that Attitude towards UGC, the need for information, and the usefulness of information have a significant positive impact on logging intention. Further in this study researcher has found that the usefulness of the information has a mediating effect on the relationship between UGC and lodging intention. This study provides the reference for marketers to clearly understand the effect of UGC in social media on travelers’ lodging intention and valuable insights for marketers, where they can revamp their marketing strategies for success.
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    Impact of Social Media Marketing on Consumer Buying Behavior of Social Media Users in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rajapaksha, K. A. A. B.; Wijesundara, Bimali
    In Sri Lanka, online shopping becomes a trend, and due to the current pandemic situation, it has recently been taken up. This study explores social media marketing's impact on consumer buying behaviour among social media users in Sri Lanka. Trust, Time, Product variety, Convenience, and Privacy were identified as independent variables for the consumer's study, and buying behaviour was identified as the dependent variable. The study's main objective was to determine the level of impact of Social Media Marketing (SMM) on consumer buying behavior while analyzing the relationship between SMM and consumer buying behavior. A survey method was applied to achieve the objectives, and hypotheses were built on the researcher's conceptual model. The researcher distributed a well- defined questionnaire among the sample of 280 which was selected on the convenience sampling method to collect the data for the study. The findings revealed a significant relationship between Trust, Product variety, Convenience and Privacy and Consumer buying behaviour. Confidence is the most significant factor influencing the consumer's purchasing behaviour. The researcher suggests the sellers to keep Trust between buyer and seller where customers expect seller protection in case of damage, product mismatch, or need in return. Finally, the study will guide the social media marketers to perform their activities more productive manner while growing their profits.
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    Impact of Experiential Marketing on Destination Image Towards Sri Lankan Tourism with the Mediating Effect of Destination Trust
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Priyangika, W. P. R.; Wijesundara, Bimali
    The purpose of this study is to determine “whether the foreign tourists will perceive Sri Lanka as one the best destinations in the world with the experiential marketing and destination trust.” This study employed a quantitative research design to conduct the research. The population of this study was the people who recently visited Sri Lanka. The convenience sampling method was used to select the study sample, and 212 respondents were selected accordingly. Data was gathered using a structured questionnaire to measure the study’s main concepts by conducting an online survey. The results state that; “there is a significant relationship between experiential marketing and destination image and destination trust mediates the relationship.”. The research’s main limitations were this questionnaire was distributed on the online platform only where there was a high possibility of neglecting the questionnaire. As suggestions for further research, the researcher suggests focusing on how high-end tourists perceive Sri Lanka as a destination, Sri Lankan tourism’s pitfalls, and reasons for lesser arrivals of high-end tourists to Sri Lanka. Following relevant precautions to avoid the virus in upcoming times and letting them feel secure is essential. This research study identified that destination trust is the most significant factor with the highest coefficient value. Engaging in numerous marketing and promotional activities to attract global high-end visitors and positioning the island as the world’s most trusted destination.
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    Impact of Brand Image on Customer Patronage Intention: with Special Reference to the Fashion Retail Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Priyangika, W. P. R.; Wijesundara, Bimali
    The fashion retail industry is rapidly growing over the past decade. When selecting the fashion retail outlet, most of the consumers are highly considering popular textile outlets. This study mainly focused on understanding the impact of brand image on customer patronage intentions while investigating customer brand trust’s effect on the fashion retail industry’s purchase intention. The researcher used the quantitative method. A structured questionnaire was used to gather primary data from the sample, and the sample was selected through a convenience sampling technique. Specific objectives were developed for the study, and four hypotheses were formulated to determine the relationship among the key construct. The researcher has used descriptive analysis, regression, and frequency tests to analyze the data gathered. The result of the study shows that brand image plays a significant role in building customer brand trust, which has both direct and indirect effects on customer patronage intentions. Brand trust is an essential driver of customer patronage intentions. This survey has covered four popular fashion retail outlets’ brands in the Western province, and thus, the results cannot be generalized to the population. This research would help the managers and directors of the organizations to make decisions, and this study will be the foundation for future researchers.