A Study on The Factors Influencing the Online Purchasing Intention of Customers with Special Reference to the North Western Province in Sri Lanka.

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