Symposia & Conferences

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Author: search.filters.author.Karunanayake, R. K. T. D.Subject: search.filters.subject.Sri Lanka

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    The Role of Electronic Word of Mouth in Influencing Purchase Intention: Mediating Effects of Brand Image in the Sri Lankan Electric Scooter Market
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunadasa, G. A. A. P.; Karunanayake, R. K. T. D.
    The increasing focus on sustainability and technological innovation has significantly transformed consumer behavior, particularly in the transportation sector. In Sri Lanka, the adoption of electric scooters is accelerating due to policy reforms, environmental concerns, and rising fuel costs. This study examines the impact of electronic word-of-mouth (eWOM) on consumers' purchase intentions in the Sri Lankan electric scooter market, with an emphasis on the mediating role of brand image. The research evaluates key eWOM dimensions—including credibility, quality, intensity, and valence—and their influence on brand image and purchase intention. It highlights the growing importance of online consumer discussions in shaping purchase decisions, especially in markets undergoing rapid digital transformation. Employing a quantitative research design, data were collected from 379 respondents in Sri Lanka’s Western Province through structured surveys. The study utilized Structural Equation Modeling (SEM) to test and validate the hypothesized relationships between eWOM, brand image, and purchase intention. Findings reveal that eWOM significantly influences purchase intention both directly and indirectly through its impact on brand image. Credible and high-quality eWOM enhances brand image by fostering trust, reliability, and positive consumer perception, ultimately increasing the likelihood of purchasing electric scooters. These results underscore eWOM’s role as a powerful marketing tool, particularly in mobility markets where consumer trust is a critical factor in decision-making. The study provides valuable consumer insights, indicating that Sri Lankan buyers prioritize credibility, authenticity, and the frequency of online reviews and recommendations when considering electric scooter purchases. Compared to traditional advertising, eWOM is perceived as more trustworthy and relevant, positioning it as an essential channel for influencing consumer behavior. Furthermore, the research suggests that a strong brand image, shaped by positive eWOM, serves as a competitive advantage for brands in the emerging electric scooter market. Despite its contributions, the study has certain limitations. Its focus on the electric scooter industry and the Western Province may limit the generalizability of findings to other regions and industries. Additionally, external factors such as macroeconomic conditions, policy changes, and competitor activities were not accounted for, which may influence consumer decision-making. Future research could address these gaps by expanding the geographic scope, exploring other industry contexts, and incorporating mixed-method approaches to provide deeper insights into the interplay of eWOM, brand image, and purchase intention. From a theoretical perspective, this study enhances the understanding of eWOM’s impact on consumer behavior in emerging markets, particularly by examining the mediating role of brand image in Sri Lanka’s electric mobility sector. Practically, it provides strategic recommendations for marketers and policymakers. Marketers are encouraged to actively manage online reviews, foster credible and engaging eWOM, and invest in brand-building efforts to enhance consumer trust and purchase intention. Policymakers can leverage these insights to promote sustainable transportation initiatives, aligning with broader environmental and mobility goals. Future research could investigate platform-specific eWOM dynamics, comparing the impact of social media reviews versus dedicated online review platforms. Additionally, longitudinal studies could track evolving consumer perceptions of eWOM and brand image over time, offering valuable insights into digital marketing trends within Sri Lanka’s growing electric vehicle sector.
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    Exploring The Impact of Ai Chatbots on Brand Consideration in The Sri Lankan E-Commerce Industry: The Moderating Role of Consumer Emotions
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Neeliya, M. D. S.; Karunanayake, R. K. T. D.
    This study investigates the influence of Artificial Intelligence (AI) chatbots on brand consideration within Sri Lanka’s rapidly expanding e-commerce sector. It examines how consumer interactions with AI-powered chatbots impact their brand evaluation and decision-making processes. Additionally, the study explores whether consumer emotions moderate the relationship between chatbot interactions and brand consideration, offering insights into the emotional dynamics of digital consumer engagement. A quantitative research methodology was adopted, utilizing an online survey distributed to a stratified random sample of 384 Sri Lankan consumers aged 20 to 45 years who had interacted with AI chatbots on e-commerce platforms within the past six months. The study incorporated primary data on consumer perceptions, attitudes, and behaviors related to chatbot interactions, supplemented by secondary data from academic literature and industry reports. Data analysis included descriptive statistics, correlation analysis, and regression analysis, conducted using IBM SPSS Statistics 25 Findings from the regression analysis reveal that AI chatbots account for 79.0% of the variance in brand consideration (B = 0.814, p < 0.05), confirming their substantial impact on consumer decision-making. However, the hypothesized moderating role of consumer emotions was not supported (B = 0.0004, p = 0.9851), indicating that chatbot interactions influence brand consideration independently of emotional factors. These results suggest that Sri Lankan e-commerce businesses should prioritize AI chatbots’ technical efficiency, reliability, and functionality rather than attempting to tailor chatbot interactions to consumer emotions. Businesses would benefit from developing AI chatbots that provide clear, consistent, and value-driven interactions rather than focusing on creating emotionally nuanced experiences. From a theoretical perspective, this study enhances the Customer-Based Brand Equity (CBBE) model by emphasizing AI chatbot interactions as a key driver of brand consideration. It also refines Brand Personality Theory, illustrating how AI chatbots can convey brand attributes and influence consumer perceptions without relying on emotional engagement. Practical implications suggest that Sri Lankan e-commerce businesses should invest in technically robust and user-friendly AI chatbots to enhance consumer engagement and brand perception. Additionally, policymakers and digital marketplace stakeholders should consider these findings when promoting responsible and effective AI integration in the e-commerce sector. Despite its contributions, the study has certain limitations. The cross-sectional design restricts the ability to assess long-term behavioral changes among consumers. Moreover, reliance on self-reported data introduces the potential for response bias. The study also does not account for individual chatbot features or advanced emotion measurement technologies, which may play a role in shaping consumer interactions. Future research could explore these aspects further, incorporating longitudinal approaches and experimental designs to deepen the understanding of AI chatbot effectiveness in digital consumer engagement.