Abstract:
Due to the rapid development in Information and Communication
Technology and customers’ knowledge and interest in online
facilities, restaurants find new virtual ways to attract customers
rather than offline methods. The purpose of this paper is to
investigate the factors affecting customers’ online purchase
intention and explore the relationship among those identified
factors and customers’ online purchase intention with special
reference to pizza manufacturing restaurants in Sri Lankan food
industry. A well-reputed pizza selling restaurant was selected and
the target population was the customers, who are purchasing pizza
from the restaurants in Western, Southern, and Central provinces.
The Systematic random sampling technique was applied as the
sampling technique of the study. Survey data were collected from
150 respondents through an online questionnaire. However, the
response rate was 87% and the gathered data were analyzed using
correlation and regression techniques through SPSS software.
According to the results, there is a positive relationship between
independent variables and the dependent variable. Furthermore,
the regression test concluded that, usability, perceived trust, and
perceived usefulness have a positive impact on customer online
purchase intention in the restaurant industry while perceived trust
has the highest impact.
