Commerce and Management
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Item The Impact of Visual Merchandising on Gen Z's Impulsive Buying Behaviour on E-commerce Platforms in The Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Riptha, M. P. A. F.; Wanninayake, W. M. C. B.; Ekanayake, G. D.This research primarily attempts to try concerning the difference that visual merchandising creates on an impulsive buying behaviour as well as established such behaviour by consumers but particularly Generation Z (Gen Z) who are into online buying going across an e-commerce platform in the Western Province of Sri Lanka. The emergence of online shopping demanded that one understands the various consumer behaviour phenomena on impulsive buying. Particularly investigated were how such display strategies were applied in triggering impulsive buying by product displays, websites, colour schemes, and promotional visuals. The study is to fill the gap in the existing literature regarding how visual elements help to shape Gen Z's purchasing decisions while offering a window into the Sri Lankan e-commerce market. The fundamental argument proposition is that well-structured, visually stimulating websites can convince impulsive purchases very well, all channelling personal to time-limited promotional elements. This study employs a quantitative method through a structured questionnaire survey of 384 respondents. Convenience sampling is used to select respondents who frequently interact with e-commerce from the western province of Sri Lanka. This research survey was organized to find the effects of some visual merchandising techniques on impulsive buying behaviour. The setting of this research is in a country that is currently advancing into an online market: becoming popular within the young, tech-savvy audience in Sri Lanka. Descriptive and inferential statistical techniques were utilized in analysing the data to come up with meaningful insights with respect to the relationships posited between visual merchandising factors and consumer behaviour. This research indicates that an appealing web-design, flashy display of products, and colourful promotional graphics trigger impulsive buyer behaviour among consumers of Generation Z. Another effect was that personalizing visuals by formulating them according to individuals' preferences drew remarkably high impulse buying. Time-limited sales such as flash sales and countdown timers have also been confirmed to be the most prominent key contributors to impulse purchases. These results agree with prior studies that underline the stimulation of such consumer behaviour by visuals. However, in the modern mobile world, a well-optimized visual merchandising strategy becomes necessary because the majority of respondents use smartphones to access e-commerce. The integration of social media with e-commerce platforms also represents an effective way to entice spontaneous purchases through instant interactive content delivery. A few limitations attached to the present study exist, even though the study contributes immensely. The restrictions on generalizability might be processed because of convenient sampling, making the participants in the sample not very representative of the whole population of e-commerce consumers in Sri Lanka. Secondly, the inclusion of online surveys restricts the depiction of consumer decision-making in context because it appears that the data is not collected, mostly acquired from the participants via survey questions. Generally speaking, data collection is cross-sectional; thus, these cannot be expressions of cause-outcomes between visual merchandising strategies and impulsive buying behaviour. The consideration for future research might be seen factoring these two variables by longitudinal designs or engaging qualitative methods of research like interviews or focus groups for deeper insights into consumer motivations. Theoretical implications of this study with respect to consumer behaviour in the era of e-commerce mainly centre on how Generation Z responds to visual merchandising. Extending the studies of impulsive buying, the study identifies and analyses the key role of visual components in defining online shopping experiences. Based on results obtained, this study has some practical implications for e-commerce businesses in Sri Lanka. To better optimize visual merchandising strategies and to convincingly prompt consumption, the design of websites should focus on having visually attractive and mobile-optimized websites, use personalized product displays, and launch time-sensitive promotions that aim to grab consumers' attention. These can also be supplemented by getting social media involved with the experience of shopping online along with putting in interactivity aspects for better engagement and bigger impulses to purchase. Future studies can even explore the effectiveness of new technology such as augmented reality (AR) or virtual reality (VR) toward the improvement of efforts in visual merchandising and the effects of ethical consumerism and sustainability on Gen Z's decision-making processes.Item Impact Of E-CRM on E-Loyalty with the Mediating Effect of E-Trust in Private Sector Banks in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Indunil, H. C. A.; Dissanayake, D. M. R.This study aims to look at how E-CRM has an impact on E-Loyalty with E-Trust in-between, in the private sector banks within the Western Province of Sri Lanka. Given the great uptake of technology in the banking industry in delivering customer value, it was crucial to establish the factors influencing customer loyalty in an electronic context. This research utilizes a quantitative research strategy to test the proposed hypotheses through a survey that received 385 responses from participants who completed a structured online questionnaire, most of which was shared on social media platforms and email addresses. In general, this approach guarantees the inclusion of as many customer segments as it is possible to sample the Internet banking service targets. All collected data in this study were analyzed statistically using correlation, regression, and mediation analysis through the Statistical Program for Social Sciences (SPSS). The results indicate that E-CRM has a positive significance with E-Loyalty at 0.712 at a significance level less than 0.01 and positive significance with E-Trust at 0.650 and a significance level less than 0.01. Moreover, the findings show that E-Trust accounts for E-Loyalty in a highly positive manner (r = 0.662, p < 0.01). Analysis of the regression data shows that E-CRM accounts for 57.6% of the variations in E-Loyalty, which points out to a strong suggestion that efficient E-CRM strategies are central to customer retention in the developed digital banking environment. Effects mediation test also supports our hypothesis regarding E-Trust mediating effect between E-CRM and E-Loyalty because the BootLLCI was 0.146 and BootULCI was 0.332, in other words they were greater than zero. From this perspective, the present work enriches the general body of knowledge of customer relationship management, by proposing an expanded Technology Acceptance Model (TAM) that includes E-Trust as a crucial mediator within the context of digital banking. It stresses the features of openness, dependability, security, and responsibility in using and handling data as the foundation for gaining customers’ trust in an online world. The study’s insight holds the following major implications for practitioners in the banking industry, especially as it relates to the development of a sound E-CRM that can forge lifelong relationships with the customers. For this reason, E-CRM frameworks need to consist of various guidelines and policies that should be adopted by the bank’s managers including the integration of friendly interfaces, accordant security, and individual services for every customer. Also, the study explores how organizational relationship factors require customer-specific trust-building measures including promises, repeat communications, and other relationship building activities. These measures do not only add value to the customer but also offer competitive advantages such as growing the retention rates of customers and gaining more value holistically. Therefore, this study shows the possible impacts of E-CRM as a competitive weapon in the twenty first century to enhance customer loyalty. It outlines directions for applying E-CRM and E-Trust in the identified private sector banks in Sri Lanka to achieve sustainable development and competitiveness in the developing globalization environment. Conclusively, this study leads future studies to replicate the work to another industry and/or another geographic area of the world.Item Impact of In-App Advertisements on Gen Z's Purchase Intention with the Mediating Effect of Consumer Attitudes: with Special Reference in Sri Lankan Mobile Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidushana, W. G.; Subasinghe, S. M. A. N. M.This study intends to investigate the influence of in-app advertising on the purchase intentions of Generation Z, focusing on the Western Province of Sri Lanka while emphasizing the mediating role of consumer attitudes. The goal of this research is to close the knowledge gap regarding how Gen Z consumers respond to customized digital advertising tactics in an emerging market setting. Utilizing theories like the Media Richness Theory and the Elaboration Likelihood Model the study looks into things like social influence user experience personalization and ad content and design. A structured questionnaire was used in this quantitative study and 385 members of Generation Z answered it. SPSS software was used to analyze the data using regression correlation and descriptive statistics. According to the results, purchase intentions are strongly influenced by user experience, personalization, and social influence. Because consumer attitudes mediate these relationships it is crucial to create ads that appeal to the target audience’s emotions and social sensibilities. These findings highlight how important it is to create engaging and culturally relevant in-app ads to successfully grab Gen Z’s attention. The study does have certain drawbacks though such as its concentration on a particular demographic and geographic group its use of self-reported data and its quantitative methodology that ignores qualitative viewpoints. To comprehend the changing impact of in-app advertising these limitations point to possible directions for future research such as using mixed-method approaches and examining longitudinal trends. From a practical standpoint, this study provides policymakers app developers, and marketers with useful suggestions. Advertising that seamlessly integrates with the user experience uses dynamic personalization and makes use of social proof should be given priority by marketers. Contributions to theory include advancing our understanding of consumer behavior and the function of digital media in developing economies which lays the groundwork for future research on the dynamics of advertising in comparable cultural contexts. According to the study's findings, in-app advertising can be made more effective and substantially contribute to the conversation around digital marketing in emerging economies by strategically emphasizing personalization, emotional engagement, and awareness of sociocultural quirks.Item Impact of Consumer Attitude on Consumer Buying Behavior with the Moderating Effects of Price Sensitivity and Consumer Trust with Special Reference to the Organic Food Industry Western Province in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dileesha, W. M. N.; Mirando, U. J.The organic food industry in Sri Lanka, especially in the Western Province, has shown significant growth in recent years due to increasing consumer awareness of health and sustainability. Understanding consumer attitudes and their impact on purchasing behavior is crucial for effectively targeting and retaining consumers in this emerging market as well as for business survival. In today's health-conscious society, there is a strong demand for organic foods. Consumers look for more information when buying organic food than when buying conventional food. In some cases, when buying organic food, there is doubt in society about whether the food is organic food. There is a question in the market that needs to be researched in this field to find out the reason why the price of organic food is higher than non-organic food and how price sensitivity influences consumer behavior. Along with knowledgeable and educated consumers, consumption could be raised on another level. Do people who talk about sustainability and organic pay attention to sustainability and organic when they buy in the market? Or whether they buy non-organic items and don't buy organic items because their prices are high or because of a no belief that the vegetables are organic or not, no study has been done specifically for vegetables. limited product choice, high price, consumer distrust toward organic products, satisfaction with conventional food, or a lack of consumers perceived differences in the taste of organic products. In recent decades, there has been extensive growth in the global demand for organic. There is no recent study on how consumer trust and price sensitivity affect buying attitudes and buying behavior and there is no study that correlates these variables. The aim of this study is to investigate the impact of consumer attitudes on purchasing behavior in the organic food sector while also examining the moderating effects of price sensitivity and consumer trust. This research takes a deductive research approach. The research utilized a quantitative approach, with primary data collected from 384 respondents in the Western Province of Sri Lanka through a structured questionnaire. Data collection is one of the important steps within the research study. It will be facilitated testing the hypothesis and to guarantee the representativeness of the population the random sampling method was consumers. The standard questionnaire was distributed among the current and potential organic food consumers. The questionnaire used a five-point Likert scale to indicate the respondents’ ideas. Convenience sampling was employed to construct the sampling framework. The data were analyzed usindescriptive statistics, correlation analysis, and multiple regression analysis with IBM SPSS Statistics 23 to identify the relationships between key variables. The findings suggest that consumer attitude significantly influences purchasing behavior, with positive attitudes toward organic food leading to higher purchase intentions. These suggestions for future research can help deepen our understanding of consumer attitudes and behaviors toward organic food products in Sri Lanka, as well as provide insights that can inform marketing strategies, product development, and industry policymaking. Price sensitivity was found to moderate this relationship, as price-sensitive consumers are less likely to translate favorable attitudes into actual purchases. Normally, consumer trust in organic food labels and certifications emerged as a critical moderator, enhancing the strength of the relationship between attitude and purchasing behavior. These results underscore the importance of building trust and addressing price concerns to increase consumer engagement in the organic food market. This research contributes to the existing literature by providing insight into the interplay between consumer attitudes, price sensitivity, and trust in the organic food industry. The study offers useful practical recommendations for marketers, including strategies to enhance consumer trust with transparency and education, and ways to reduce price sensitivity through targeted promotions. This study is important for several reasons. It is important for businesses operating in the organic food industry to understand consumer behavior, which will help them develop and implement effective marketing strategies and policies. It also suggests future research directions, focusing on exploring the influence of physiological, cultural, and demographic factors on purchasing behavior in the organic food sector. The research study has several limitations that affect the generalizability and robustness of its findings. Its geographical focus is limited to the Western Province of Sri Lanka, limiting the applicability of the results to other regions with different economic conditions and cultural backgrounds. A limitation of the study is that it did not use a longitudinal data system. The data used here is cross-sectional. Relying on surveys as the primary data collection method may introduce participant self-reporting errors and biases.Item THE IMPACT OF REMOTE WORKING ON MENTAL WELLBEING WITH MEDIATION ROLE OF WORK LIFE BALANCE OF IT PROFESSIONALS IN WESTERN PROVINCE(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranwala, R.M.S.P.; Janadari, M.P.N.The purpose of this research is to identify the impact of remote working on the mental wellbeing of IT professionals in the Western Province of Sri Lanka with the mediation role of work life balance. In addition to that, this study intends to contribute to filling the knowledge gap by looking into the relationship between remote working and mental wellbeing of IT professionals. Although there is enough literature on remote working and mental wellbeing, the literature context focusing the IT industry and Sri Lankan context is less. This research is deductive (theory testing) research. This research was conducted using a survey research strategy and quantitative research method. The employees of the IT companies within the Western Province which are registered in SLASSCOM were chosen as the population of the study. The sample size was 375, data collection was done through a self-administered questionnaire and simple random sampling technique. A Google Form was created and distributed to collect data. The number of employees who responded was 393 and 375 were considered for conducting the research further and 18 responses were discarded due to incompletion. Both descriptive and inferential statistics, namely correlation and regression, were used to analyze data. In addition, process macro was used to find the mediation effect of work life balance. The results indicate that remote working has a positive impact on the mental wellbeing of IT professionals while work life balance does not specifically mediate the relationship between remote working and mental wellbeing.Item Phycological and demographical factors influencing cryptocurrency investment intention with special reference to the western province people in Sri Lanka(Department of Finance, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayawickrama, K. D. D. T.; Samarawickrama, A. J. P.Introduction: This research investigates the psychological and demographical factors that influence cryptocurrency investment intentions among people in the Western Province of Sri Lanka. The study takes place against the backdrop of a rising trend towards cryptocurrencies amidst a population group that is actively using digital and financial resources. There is a significant knowledge gap regarding cryptocurrency investment in Sri Lanka. Examining what factors affect this gap and how those factors influence it is critical to promoting informed decision-making and responsible participation in the cryptocurrency market. Methodology: A quantitative research approach was employed, utilizing a structured questionnaire to gather data from 384 respondents in the Western Province. The study examined psychological determinants alongside demographic variables including age, gender, education, and income. Data analysis was conducted using SPSS software to evaluate the relationships between these variables and investment intentions. Findings: The analysis revealed that psychological factors significantly influence cryptocurrency investment intentions, with perceived trust emerging as the most influential variable. Demographic analysis showed that income and education levels positively correlate with investment intentions, while age demonstrates a negative correlation. Gender was found to have a significant but complex relationship with cryptocurrency adoption patterns. Conclusion: The study provides valuable insights into cryptocurrency adoption dynamics in Sri Lanka's developing market context. These findings have practical implications for policymakers, financial institutions, and cryptocurrency platforms in developing strategies for promoting responsible investment practices and market development, helping people to invest wisely and supporting the growth of the market.