Marketing Management
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218
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Item The Influence of User Generated Content on Purc hase Intention of Automobiles in Sri Lanka(Asian Social Science, 2019) Karunanayake, T.; Madubashini, CThe 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.Item 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.Item The effect of perceived risk on the purchase intention of electric vehicles: an extension to the technology acceptance model(Int. J. Electric and Hybrid Vehicles, 2019) Thilina, Dk.; Gunawardane, N.Electric cars will be the future of the transportation industry as it records a significant market penetration including Sri Lanka. The purchasing mechanism drives customers to make purchasing decisions is a critical notion to investigate since it engages a multi connected matters. Accordingly, this study reviews how perceived risk factor influences purchase intention referring to Electric Vehicles in Sri Lanka. The said review based on the theoretical rationale and supportive empirical findings. A descriptive statistical review presented to signify why Sri Lanka considered as a context to be examined whilst empirical evidences were presented to support the arguments. Paper concludes research propositions to examine how perceived risk influences the purchasing mechanism of Electric Vehicles whilst buying intention referred as a main notion within.Item Impact of Brand Equity towards Purchasing Desition: A Situation on Mobile Telecommunication Services of Sri Lanka(American Research Institute for Policy Development, 2015) Gunawardane, N.R.The purpose of the research is to examine the impact of brand equity on purchase intention on Mobile connection service provider in Sri Lanka. For the selected sample which is from the Colombo and Gampaha districts, 300 questionnaires were distributed and the results gathered from the respondents were analyzed in order to get a meaningful conclusion. To accomplish these, a conceptual framework was designed and relationships among its constructs (Brand equity, purchase intention) were hypothesized. The hypotheses which are tested based on the brand equity and purchase intention. Therefore all the hypothesis was accepted but the relationship between the independent variable dependent variables identified is varying. There is a strong positive relationship between the brand awareness and perceived quality with purchase intention. But rest of the other factor’s relationship with purchase intention is having less or moderate level relationship. Hypotheses were tested using structural equation modeling and subgroup correlation analysis in SPSS. Results indicated that brand equity positively influences consumer’s purchase intention.