Abstract:
With increased internet use, online purchasing is experiencing a
massive jump worldwide, thus receiving considerable attention from scholars
and practitioners. This study tests the relationship between attitude, subjective
norm, and perceived behavioral control to online purchasing intention. Hence,
the study explores the factors influencing online purchasing with special
reference to the North-Western providence in Sri Lanka. Consumers with
experience purchasing products or services online and aged 21 years and
above were selected as the study sample. The primary data was collected by a
questionnaire in an internet-based Google form based on the conceptual
framework developed based on the literature. The conceptual framework of
the research is based on the theory of planned behavior. The model was
statistically tested using factor analysis, including attitudes, subjective norms,
and perceived behavior as independent variables, and purchase intention as a dependent variable. Multiple linear regression analysis examined the
relationship between factors affecting online purchase intention demand. The
results revealed that attitudinal factors and perceived behavioral control
significantly impact online purchasing intention, while subjective norms have
not influenced online purchasing intention. Moreover, demographic factors
such as gender positively impact online purchase intention. Therefore, the
service providers should pay more attention to perceived ease of use and
usefulness for enhancing their profits
