Factors Affecting Online Purchase Intention: A Study Of Sri Lankan Online Customers

Abstract

The rapid development of information communication technologies and enhanced Internet penetration has changed the nature of the consumer‘s daily activities and most offline activities have migrated towards online activities. This is a common phenomenon which is happening all over the world, and Sri Lanka is no exception. In this light, e-commerce transactions in Sri Lanka are expected to grow further in the coming years. In an online environment customers need to connect with technology for conducting transactions online, where each process requires interacting with a website. Thus, it is worthwhile to identify the factors affecting online purchase intention and to determine the relationships between those identified factors and online purchase intention from the technological perspective since traditional frameworks do not address technological requirements and the website content together. The survey data was collected from 292 MBA students and SEM was used to analyze data. The analysis indicates that, Trust has a mediating effect on perceived usefulness, perceived ease of use and website content on online purchase intention of retail shopping in Sri Lanka.