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Subject: search.filters.subject.Purchasing Intention

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    “TikTok User Generated Content & Purchasing Power” Exploring the influence of TikTok User-Generated Content on Consumers’ Purchasing Intention in Sri Lanka’s Herbal Cosmetics Market: examining the mediating role of perceived brand credibility
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayakodi, J. A. I. S.; Karunanayake, R. K. T. D.
    With the rapid advancement of information technology and the growth of social media platforms, consumers increasingly engage in text, image, and video-based content exchanges. Short-form videos, particularly on TikTok, have gained immense popularity, allowing users to share experiences, ideas, and product recommendations with a vast audience. In the global cosmetics industry, herbal cosmetic products have emerged as a growing trend, driven by consumer preferences for natural alternatives. Social media platforms have played a crucial role in shaping this trend, highlighting the need to investigate how TikTok user-generated content (UGC) influences consumer purchasing behavior. Despite extensive global research on TikTok’s role in shaping consumer decisions, Sri Lanka remains underexplored, necessitating further examination of its impact on the herbal cosmetics market This study develops a conceptual framework based on the Information Adoption Model (IAM), incorporating Information Quality and Source Credibility as key determinants of TikTok UGC’s influence on purchase intentions. A descriptive, deductive research approach was employed, with data collected via a structured survey distributed to 440 individuals through convenience sampling. However, after eliminating incomplete responses, 368 valid responses were analyzed using descriptive analysis, correlation analysis, and regression techniques through SPSS software. The findings indicate a significant positive relationship between TikTok user-generated content and purchase intention, with Information Quality and Source Credibility emerging as critical factors in consumer decision-making. Furthermore, Perceived Brand Credibility was identified as a mediating variable, strengthening the impact of TikTok UGC on purchasing intentions. While these insights contribute to the existing literature on social media marketing, the study acknowledges certain limitations. The sample size may not fully represent Sri Lankan consumer preferences, raising concerns about generalizability. Additionally, time constraints during data collection restricted the sample’s diversity. Future research should expand the sample size, explore cross-industry applications, and examine long-term consumer behavior trends in response to TikTok marketing strategies. From a practical perspective, these findings offer valuable implications for herbal cosmetic brands. Marketers are encouraged to integrate TikTok UGC into their digital marketing strategies, leveraging high-quality and credible user-generated content to enhance brand trust and consumer engagement. As short-form video marketing continues to evolve, brands must adopt data-driven approaches to optimize their social media communication and advertising strategies.
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    Impact of E-Word of Mouth on Purchase Intentions Among Generation Z: The Mediating Role of Brand Credibility in Sri Lanka's E-Commerce Industry in the Western Province
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jagoda, N. Y.; Wijenayaka, S. I.
    In Sri Lanka's rapidly evolving e-commerce industry, E-WOM has emerged as a pivotal factor influencing consumer decision-making, particularly for Generation Z, who rely heavily on co-generated digital content. E-WOM has proven to be an effective tool in shaping purchase intentions among this demographic. However, despite its capacity to capture consumer attention, questions remain about how trust built through E-WOM translates into actual purchasing behavior. Additionally, past research has yet to sufficiently explore the mediating role of brand credibility, leaving gaps in understanding how E-WOM strengthens the trust and credibility between brands and consumers, especially in emerging markets like Sri Lanka. Compounding this issue is the underexplored influence of trust dimensions such as expertise, trustworthiness, and E-WOM valence on customer loyalty and purchasing behavior. While studies conducted in global contexts emphasize the importance of these dimensions, their interaction within Sri Lanka's e-commerce industry, particularly among Generation Z, has not been adequately addressed. This underscores the need for a focused investigation into the factors that maximize the impact of E-WOM on purchasing intention, while simultaneously strengthening consumer trust and loyalty in a dynamic and growing digital marketplace. This study seeks to fill these gaps by analyzing the relationship between E-WOM and purchasing intention, with brand credibility acting as a mediating variable. Operating within a positivist paradigm, the research follows a deductive approach, surveying 406 respondents aged 18-26 from Sri Lanka's Western Province. A structured questionnaire was used to measure key variables, including dimensions of E-WOM (source expertise, trustworthiness, volume, and valence), brand credibility, and their collective influence on purchasing intention. Regression and mediation analyses were conducted using SPSS to test the hypotheses and provide actionable insights. The results indicate a significant positive correlation between E-WOM and purchasing intention, with brand credibility partially mediating this relationship. Among the dimensions of E-WOM, source expertise and trustworthiness were identified as key drivers of consumer trust, while higher message volume and positive valence further amplified purchasing intentions. These findings highlight the importance of brand credibility and consistent digital communication in building trust, ultimately influencing Generation Z’s purchasing behavior within Sri Lanka’s e-commerce sector. However, the study has some limitations. The focus on Sri Lanka's Western Province limits the generalizability of the findings to other regions, including suburban areas. The cross-sectional design also restricts the ability to observe long-term changes in consumer behavior. Furthermore, by exclusively concentrating on E-WOM and brand credibility, the study overlooks other potential factors, such as cultural nuances or digital literacy, which could provide further insights into consumer behavior in emerging markets. Despite these limitations, the study offers significant theoretical and practical contributions. Conceptually, it advances the understanding of E-WOM as a critical driver of purchasing intention, while elucidating the mediating role of brand credibility in this process. From a practical perspective, the findings offer valuable guidance for e-commerce businesses aiming to enhance consumer engagement and loyalty. By prioritizing trust-building through credible and consistent E-WOM strategies, businesses can effectively influence Generation Z’s purchasing behavior. Future research could build on these findings by employing longitudinal designs, exploring additional mediators, and expanding the scope to include diverse geographic and cultural contexts.
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    Purchasing Intention towards Online Shopping: with special reference to M-shopping in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Gallage, P.M.; Gayathree, D.A.G.P.K.
    Expansion of globalization era impacts to revolution of electronic marketing. Online shopping is use e-commerce technology for better marketing performance. Online shopping industry rapidly change because of it works with technology. Therefore, the researcher decided to study purchasing intention toward online shopping with special reference to m-shopping. The population selected for the research is Sri Lanka and research narrowed down to Gampaha and Colombo districts in Sri Lanka. The sample size selected for this research study is 150 and researcher has used convenience sampling technique. Researcher findings indicated that among four factors selected for this research the most influencing and attractive factor for m-shopping in Sri Lanka is convenience, website design and features the second most influencing factor and thirdly security. Result have also showed that time saving is not much influencing factor for m-shopping in Sri Lanka. The findings revealed that the youngsters are highly engaged with the online shopping and elderly people are not so keen to shop online. Further, average income holders are more like to do online shopping than higher income holders.
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    The Impact of Brand Equity Dimensions on purchase intention with special reference to Laugfs Lubricants.
    (Department of Marketing Management, University of Kelaniya, 2017) Muditha, W.D.Y.; Medis, A.
    This study was carried out to investigate the impact of Brand Equity on Purchase Intention of LAUGFS Lubricant. Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. This research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention. The researcher used the customer based brand equity model adopted by Yew Leh & Lee (2011) as the basis of the research. The target population consists with currently LAUGFS Lubricants users in the Colombo area. Convenience sampling technique was used to extract 100 respondents as the sample. Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study.Findings of this study provide implications for brand develop manager of the LAUGFS lubricant to overcome the research problem.
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    The Impact of Consumer Attitude towards Purchase Intention on Green Packaged Products.
    (Department of Marketing Management, University of Kelaniya, 2017) Sewwandi, H.G.D.M.; Weerasiri, R.A.S.
    Environmental concern is the newest trend in the markets as a marketing point and at the consumers’ side as well. The extent to which the customers respond to this newest trend is a problematic to the marketers. That problem was the basic for the research. This study attempted to gain knowledge about consumer attitude towards purchase intention on green packaged products in Sri Lanka with special reference to Colombo District. Data collection has been undertaken as an anonymous survey during the week. A total of 100 questionnaires were distributed to consumers. 50 was distributed as online Google form to achieve target group of people between 15 years and 35. Rest 50 was distributed to randomly selected customers who attend to shopping malls in Colombo District to reach above 35 generation. Statistical package for social science (SPSS) 20 was used for statistical analysis and the survey analyzed descriptively using tables, frequencies and percentages. The hypotheses have been tested using Pearson correlation and Regression analysis. Based on literature review customer attitude was related to the factors of Environmental Concern, Knowledge, Trust, Familiarity and Perceived quality. The research results showed that there is positive and significant relationship between factors of Customer attitudes towards purchase intention on Green packaged products in Sri Lanka. Further suggestion were provided by the researcher.
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    The Impact of Personal Attitudes on Consumer Purchasing Intention of Foot Bicycles in Western Province Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, M.H.K.; Wijenayake, S.I.
    At the initial stage researcher has described about the background of the study. Background consists of brief summary about the sales opportunities and promotional strategies in bicycle industry in Sri Lanka. Research problem centered to "To investigate the impact of personal attitudes on consumer purchasing intention of foot bicycle in western province Sri Lanka ". There were researches about the Personal attitudes. However there's no sufficient empirical evidence in Sri Lanka to know whether which attitude impact most to the consumer purchasing intention. The research gap is knows the most affective personal attitude and use it for promotion strategies. Main objective is to identify the impact of personal attitudes of the bicycles on its purchasing intention. Quantitative data analysis techniques are used to test the derived hypotheses of the study. Different data collection methods were used to collect the data such as primary and secondary. Here priority is given to collect the primary data using a questionnaire. In order to gather data for the research, researcher has selected the respondents pertaining to Gampaha and Kelaniya area. Selected sample size was 150 respondents. The findings provides new insights into the bicycle market of Sri Lanka and it provides insights to understand the impact of the eco- friendliness, been a leisure time activity, low cost transport medium and way of doing exercise (characteristics of a bicycle) on consumer purchase decision. Findings show that the most affective attitude is low cost of the bicycle. These findings can be used to improve the performance of the bicycle market of the country.
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    Impact of brand promotional appeals towards the purchasing intention for ladies two wheeler market in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Fernando, M.D.K.; Weerasiri, R.A.S.
    The two wheelers market in Sri Lanka is one of a fastest growing industry along with good number of competitors. Especially targeting Ladies two wheeler market the manufacturers are offering number of light weight and low height two wheelers by targeting young people and ladies age between 18 to 40 years who enjoy middle and average income. Here the research study is focused on “the impact of brand promotional appeals towards the purchasing intention with ladies two wheelers market”. The impact of this study was to find out the how connects the brand promotional appeals with purchasing intention in particular market. It has been take 200 female respondent ages between 18 years to 45 years who is having a motor bike or willing to have motor bike (university student, private and public sector and house wives) and they lives in western province. Research Questionnaire was used to collect the data and Pearson Correlation coefficient Technique used to analyse the data (with the help of SPSS software) According to the findings, female highly consider the factors related with advertising appeals to their purchase decisions than sales promotional and brand promotional appeals. But all appeals were accepted with the positive relationship. The Marketers will have an opportunity to adapt this knowledge to their marketing communication plan and the other marketing activities.
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    Factors Influencing on Purchase Intention for Men’s Fairness Cream Products in Sri Lanka
    (Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Weerasiri, R.A.S.; Dabare, G.C.P.
    This study examining the factors which influence on purchase intention for men’s Fairness cream products in Sri Lanka”. Today the fairness cream market is a competitive market due to the increase usage of men’s cosmetic products in Sri Lanka. Businesses in Sri Lanka have the opportunity to focus on this market, analyze the market and address the consumer touch points to attract and retain consumers to their business and with their brands. Cosmetics industry is spending billions to attract customers and to increase the loyalty towards their brands without having an idea of factors influencing male consumers to purchase the fairness cream products. To invest this money effectively, businesses should be able to identify the consumer touch points and address them to drive sales. There is no research conducted for the purchasing factors influencing on men’s fairness cream market in Sri Lanka, therefore this research study contributes knowledge to the world. As per research study data it was find out that Brand, Product Quality and Place of distribution has a significant strong uphill positive relationship with purchasing intention of men’s fairness cream products, Price and Promotion have a moderate uphill positive relationship with purchasing intention of men’s fairness cream products. This research provides guidelines to obtain knowledge to identify the most prominent factors influencing the purchase of men’s fairness cream products in Sri Lanka.