Symposia & Conferences
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Item Impact of Perceived Web Site Quality on Consumer Buying Intention: Online Retail Consumers in Colombo District(Department of Marketing Management, University of Kelaniya, 2016) Wijethunga, K.D.S.K.; Gunawardana, H.M.R.S.S.Main purpose of this study is to investigate the perceived web site quality of the online retailers on consumers purchase intention in Sri Lanka. Literature review identified five dimensions namely web site performance, access, sensation, and security and user interface information as web site quality dimensions. This study adopted quantitative research approach to test the relationship between the e-retailer’s site quality and purchase intention. Total of 175 respondents who are in Colombo district in Sri Lanka approached through convenient sampling method and questionnaire was developed to collect the data. Descriptive statistics followed by correlation analysis and regression analysis have been adopted to test the formulated hypothesis. Analysis shows the significant relationship between quality factors and purchase intention and finally regression analysis shows the significant impact of quality dimensions on purchase intention. However, this study limited to Colombo district and therefore generalization of the findings to the larger context has limitations.Item Authentic Sri Lankan Experience: Insights from Boutique Hotel Customers(Department of Marketing Management, University of Kelaniya, 2016) Kumbukage, E.U.P.; Gunawardana, H.M.R.S.S.There has been increased attention given in the tourism literature to authenticity of destinations and the experiential consumption of tourism via accommodation products. The purpose of this study is to explore authentic Sri Lankan experience in the eyes of tourists who were at boutique accommodations in Sri Lanka. Mainly, study explored the authentic experience of boutique hotels and overall authenticity experience of Sri Lanka. This study adopted the phenomenology research approach to assess the tourists experience in Sri Lanka. These two phenomena were explored in the perspective of boutique hotel customers in order to identify their experiential needs. Total of 10 in-depth interviews were conducted with 14 boutique hotel customers who had visited Sri Lanka within the past 6 months. Findings indicated boutique hotel customers seek authenticity and their choice of accommodation influences the overall authentic experience they receive from the country. This study presents 5 key elements of Sri Lankan authenticity and 6 key influential factors of boutique hotel experience. Boutique hotels are a form of specialist accommodation product, serving a high-end niche group of customers that has become a trend in the world and minimal academic studies devoted to assess the needs and expectations of the customers in these hotels in Sri Lanka. Therefore, this study addresses the lag of knowledge on Sri Lankan authenticity and the experiential nature of Sri Lankan boutique hotels.Item Perception towards Organic Foods: A Qualitative Approach to Y Generation in Colombo Gampaha Districts in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Fernando, K.G.N.; Gunawardana, H.M.R.S.S.The main purpose of this study is to investigate the perception among young generation in Colombo and Gampaha district of Sri Lanka on organic foods. Mainly it explored the positive and negative beliefs and attitudes towards organic food choices, purchase behavior and consumption values. Total of 20 depth interviews were conducted among 20 males and females who have at least occasionally bought or consumed organic foods and respondents who have not bought and consumed organic foods within last three months by applying quota & snowball sampling techniques. The respondents were mainly chosen from Colombo and Gampaha districts representing A, B and C categories of Socio Economic Class. A means-end chain value map was then constructed showing attributes, consequences and values pertaining to purchasing of organic foods using Atlas.ti software. The key trigger for purchasing organic food products was “health benefits” and the major barriers which hinder purchasing organic foods were “consumers’ inadequate knowledge about organic foods”, the “high price” and the “limited availability”. Hence enlightening consumers about the exclusive traits of organic production methods, the benefits of consuming organic foods and increasing availability at affordable prices help to develop the market for organic food products. This study is limited to Colombo and Gampaha districts in western province in Sri Lanka and attention should be given on generalization of findings. Yet, this study fills the gaps in qualitative research environment of organic food consumption environment in Sri Lanka.Item Impact of Website Quality on Purchase Intention in Online Retailing Environment in Sri Lanka: Perceived Trust as a Mediator.(Department of Marketing Management, University of Kelaniya, 2016) Bambarawana, N.S.; Gunawardana, H.M.R.S.S.Purpose of this paper is to investigate effects of website quality factors (Aesthetic appeal, Layout and functionality and financial security) on customer purchase intention towards an online retailers and mediating role of consumers’ trust in Sri Lanka. This study employed the quantitative research design to test the relationship between web site quality constructs and purchase intention and trust as a mediator. In order to test the relationships this study surveyed 200 local online shoppers who are in western province of Sri Lanka by adopting the convenient sample technique. Correlation analysis and mediated regression analysis adopted to test the relationship and impact of quality factors on purchase intention. The findings confirm that web site quality affects consumers’ trust and in turn consumer purchase intention. Notably, this study identified Layout and functionality as the most influential factors in building online customer trust. Furthermore, the study reveals that the mediation of trust is partial. Consequently, it is recommended that online retailers who wish to build website trust should focus primarily on enhancing the Layout and functionality of their websites in Sri Lankan context. Findings of this study should be interpreted in cautious manner due to the representation of sample.Item Perception of Generation Y towards Organic Foods in Sri Lanka: A Case of Individuals in Colombo District(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Fernando, K.G.N.; Gunawardana, H.M.R.S.S.This study designed to understand the perception of Y generation towards organic foods available in the Sri Lankan environment. Mainly it explored the positive and negative beliefs and attitudes of Y generation towards organic food choices. Total of 20 depth interviews were carried out by selecting mix of male and female participants who have at least occasionally bought or consume organic foods and respondents who have never bought and consumer organic foods within last three months by applying convenient sampling technique to represent the Colombo district. Insights obtained from interviews were subjected to analysis with the help of software tools and revealed the attributes, consequence and values pertaining to the purchasing of organic foods. The key trigger for purchasing organic food have been attributed to expected health benefits and the respondents who have bought organic food products were inclined to have a higher educational level. The major barriers to purchasing organic food products were inadequate knowledge of consumers on organic foods and high price with limited availability. Hence enlightening consumers about exclusive traits of organic production methods, benefits that they can get from consuming organic foods and increasing availability of affordable are required to market the products. Nevertheless, this study was limited to Colombo district and hence it may not give a fair view about the researched topic with regards to the situation of the country as a whole.