Marketing Management

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218

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Author: search.filters.author.Karunanayake, T.

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    The Influence of User Generated Content on Purc hase Intention of Automobiles in Sri Lanka
    (Asian Social Science, 2019) Karunanayake, T.; Madubashini, C
    The purpose of this study to identify the influence of user generated content on purchase intention of automobiles in Sri Lanka. The said study is based on the theory of Uses and Gratification and supportive findings. This study has been addressed the survey type research method and structured questionnaire was used to collect data and utilize sample frame of automobile followers on Facebook. Measuring the influence of user generated content on purchase intention through developed hypotheses. Researchers have used analysis technique of descriptive analysis, regression, and frequency test where statistical package for social science (SPSS) was used as the main analytical software. The results of the study discuss the main eight element affect the purchase intention of automobiles, but the two elements not strongly affect the purchase intention which were namely, homophily and trust. These two elements have weak relationship with the purchase intention. Mainly consumer resonance mediating the user generated characteristics to purchase intention of automobiles. Hence this study has been significantly contributing to the existing knowledge explaining the need, motivation (users and gratification) - consumer resonance-intention linkage in customer behaviour.
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    The Influence of User Generated Content on Purchase Intention of Automobiles in Sri Lanka
    (Asian Social Science, Vol. 15, No. 6, 2019) Karunanayake, T.; Madubashini, C.
    The purpose of this study to identify the influence of user generated content on purchase intention of automobiles in Sri Lanka. The said study is based on the theory of Uses and Gratification and supportive findings. This study has been addressed the survey type research method and structured questionnaire was used to collect data and utilize sample frame of automobi le followers on Facebook. Measuring the influence of user generated content on purchase intention through developed hypotheses. Researcher s have used analysis technique of descriptive analysis, regression, and frequency test where statistical package for s ocial science (SPSS) was used as the main analytical The results of the study discuss the main eight element affect the purchase intention of automobiles, but the two elements not strongly affect the purchase intention which were namely, homophil y and trust. These two elements have weak relationship with the purchase intention. Mainly consumer resonance mediating the user generated characteristics to purchase intention of automobiles. Hence this study has been significantly contributing to the exi sting knowledge explaining the need, motivation (users and gratification) consumer resonance intention linkage in customer behaviour.
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    The Effect of Perceived Risk on the Purchase Intention of Alternative Fuel Vehicles
    (Sri Lankan Journal of Management, 2018) Karunanayake, T.; Samarasinghe, D.
    The diffusion of AFV’s is comparatively high in Sri Lanka, even though the uncertainties and negative consequences of owning them are perceived to be high. This contradicts the theory of perceived risk which postulates that when customers perceive the negative consequences of purchasing, goal driven purchase intention should weaken. Hence, the purpose of this paper is to examine the effect of perceived risk on the relationships between key purchasing determinants and purchase intention of alternative fuel vehicles in Sri Lanka. This study examines this unexpected local consumer behaviour through the lens of the Theory of Perceived Risk and the study employed structured questionnaires to gather primary data from the sample utilizing a convenience sampling technique. It employed two- step Partial Least Squares (PLS)-Structural Equation Modeling (SEM) to analyze the data, and the analysis revealed that performance expectancy facilitating conditions (FC) are the key determinants of the purchase intention of AFV customers in Sri Lanka. Furthermore, perceived risk was found to moderate the relationships between these determinants and the purchase intention of customers who plan to invest in AFVs.