Symposia & Conferences
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/10216
Browse
2 results
Search Results
Item The Impact of Social Media Marketing Activities on Customer Purchase Intention of Used Passenger Cars, The Moderating Role of Customer Engagement with Special Reference to Car Dealership Agents(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sudarshana, S. M. A.; Gunawardane, W. A. D. N. R.With substantial contributions to GDP and employment, Sri Lanka's automotive industry is an essential economic sector that includes both vehicle assembly and component manufacture. Import limitations on new automobiles have caused consumers to shift their attention to used passenger cars. The used automobile market has difficulties using digital technologies to adapt to shifting consumer tastes. As customers increase in the use of digital platforms to make decisions, traditional marketing strategies are becoming less and less effective.Social media marketing activities (SMMAs) have a impact on consumer engagement and purchase intent. The study emphasizes the car industry's transition from conventional to digital marketing, highlighting the ways in which social media sites like Facebook and Instagram may change consumer interaction and buying patterns. Convenience sampling was used to gather data from 385 respondents and the study found strong internal consistency and validity for all variables, including SMMA and purchase intention. . The study highlights the importance of social media marketing in influencing customer purchase intentions in the Sri Lankan automobile industry, especially for used passenger car buyers.Item Factors Influencing on Used Passenger Car Purchase Intention by Examining the Mediation of Perceived Value in Sri Lankan Used Vehicle Market(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nirmani, M. W. T.; Gunawardane, W. A. D. N. R.With the suspension of new car imports to Sri Lanka from 2020, there has been a significant transformation in the used vehicle market in Sri Lanka in the last decade. Therefore, understanding the factors influencing the used passenger car purchase intention of consumers will be very helpful for all organizations and businessmen involved in the used vehicle market in Sri Lanka to formulate effective strategies, the research's purpose is investigating the factors influencing on used passenger cars purchase intention in used vehicle market in Sri Lanka, focusing on the mediating role of perceived value. This study adopted a positivist approach, focusing on quantitative methodology concerned with analysing relationships between variables, and collected primary data based on a sample of 398 respondents, utilising structured online questionnaires.. The results of the analysis show that among the independent variables, brand, price, design, technical consideration, etc., only the "technical consideration" variable has a weak relationship with perceived value. It has been confirmed that it is not a significant effect by accepting other hypotheses. Accordingly, this study has further shown that the variables brand, price, design, technical consideration, perceived value is all the most important in determining purchase intention. Not only that, the findings of this study have confirmed that the mediation of perceived value is also an important variable.This research has implications for theory as well as practice. From a theoretical perspective, it enriches the literature by elaborating on the mediating role of perceived value in the context of intention to purchase a used car. Practically, it gives actionable insights to automotive companies and leasing firms on strategic branding, competitive pricing, and innovative design for enhanced consumer value perception. In addition, it provides insight to used car dealers, online buying and selling vehicle platforms, customers, and new entrepreneurs.