Identification of the Factors Affected to User Satisfaction in Sri Lankan E-commerce Websites

Abstract

The rapid expansion of e-commerce in Sri Lanka has transformed consumer behavior, yet many local platforms struggle to meet user expectations. Understanding the key factors influencing user satisfaction is crucial for improving online shopping experiences and fostering business growth. This study investigates user satisfaction with Sri Lankan e-commerce websites through a structured online survey, collecting 706 responses from online shoppers. The research examines seven key constructs: website usability, product attributes, payment methods and security, delivery efficiency, customer service, cultural and localization factors, and consumer protection and trust. A quantitative methodology was employed, including reliability and correlation analysis. Reliability analysis yielded a Cronbach’s alpha of 0.85, confirming high internal consistency among the constructs. Pearson correlation analysis showed that all independent variables significantly influenced user satisfaction (p-value < 0.001). Among these, website usability (r = 0.73) was the most influential factor, followed by product attributes (r = 0.57) and consumer protection and trust (r = 0.55). The findings also highlight the lesser yet notable influence of cultural and localization factors (r = 0.43), emphasizing the importance of adapting e-commerce platforms to local consumer preferences. Future work will further analyze these relationships through exploratory factor analysis and regression modeling to quantify the impact of each factor. Additionally, predictive models will be developed to identify the best determinants of user satisfaction, ensuring robust and data-driven recommendations for Sri Lankan e-commerce businesses. This study contributes to both academic literature and practical strategies, providing actionable insights to enhance website usability, product diversity, payment security, and consumer trust. Sri Lankan e-commerce platforms can enhance satisfaction, loyalty, and competitiveness by addressing this key user experience factors.