FACTORS AFFECTING ONLINE PURCHASING BEHAVIOUR IN SRI LANKA: WITH SPECIAL REFERENCE TO ALI-EXPRESS CONSUMERS IN MATARA DISTRICT

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