Abstract:
With the growth of technologies, online buying behavior has shown
significant growth across the world during the last decade. More
and more customers are switching to online buying due to 'their
increased convenience. Development in information
communications technologies has also positively contributed to this
growth. With the increased information communications
technology infrastructure and buying power in recent years, Sri
Lankan consumers too increasingly use the internet to purchase
products. Despite the importance of the industry with large
potential, there is a lack of contextualized studies in the area. The
study was conducted as a survey where questionnaires were
distributed among 150 customers who used the Ali Express
website. The questionnaire was developed to measure respondent
attitudes on 4 independent variables and one dependent variable.
The sample was selected using a purposive sampling technique to
select customers who have already made purchases online through
Ali express website. Multiple regressions were used to analyze the
data. The study found out that Interface quality, product
information quality, site awareness, and security perceptions were
exerting significant effects on the online purchasing behavior of
customers, out of which product information quality was the most
significant contributor. The study could not comment on the
impact of service information quality, since the variable was not
significant. The study contributes to an area that is relatively
understudied but at the same time exhibits potential for explosive
growth
