Abstract:
With digital platforms increasingly shaping consumer interactions, electronic word
of mouth (eWOM) has become a critical driver of purchasing behaviour, yet limited
research in Sri Lanka has examined its specific influence on consumer decision making. This study investigates the impact of eWOM on purchase intentions among
consumers in the Western Province of Sri Lanka, addressing a gap in the literature on
local digital commerce practices. A quantitative research design was employed, and
data were gathered through a structured self-administered questionnaire from 385 e commerce consumers, the sample was selected using a stratified sampling method to
ensure representation across demographic categories. Results reveal strong positive
relationships between key eWOM factors Ease of Navigation, Information Quality,
Information Credibility, Needs of Information, and Information Usefulness and
consumer purchase intentions, with Ease of Navigation emerging as the most
influential determinant. The demographic profile of the study sample, dominated by
young, educated female respondents, particularly students residing in Colombo,
further elaborates the practical implications of the study findings, as female group
represents one of the most active segments in Sri Lanka’s online marketplace. The
study contributes theoretically by extending the literature of the study area,
emphasising the role of localised digital experiences in shaping purchase decisions.
Practically, the findings suggest that businesses and marketers can strengthen
consumer engagement and boost purchase intentions by improving website
navigation, ensuring the quality and credibility of information, and tailoring content
to consumer needs. Overall, the research underscores the dual significance of eWOM
as both a theoretical construct in consumer psychology and a practical tool for
advancing digital commerce in Sri Lanka.
