FACTORS AFFECTING CUSTOMERS’ ONLINE PURCHASE INTENTION: A CASE STUDY OF PIZZA RESTAURANTS IN SRI LANKA

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.