Abstract:
The expansion of digital platforms such as Daraz, Temu, and AliExpress has reshaped
consumer purchasing behaviour in Sri Lanka’s online retail fashion industry, where
Online Behavioural Advertising (OBA) has become a vital tool for engaging
customers. Despite its growing importance, there is limited empirical evidence on
how OBA acceptance influences purchase intention within the local context. This
study addresses that gap by examining the impact of OBA acceptance on purchase
intention, with click intention serving as a mediating factor. The justification for the
study lies in the increasing reliance on personalised advertising strategies by e retailers seeking to improve targeting efficiency and customer engagement. A
quantitative, explanatory research design was employed, and data were collected
from 384 respondents in the Western Province through a structured questionnaire.
Variables including relevance, credibility, and perceived usefulness of OBA were
measured using a five-point Likert scale. Data analysis, conducted using SPSS,
confirmed the reliability and validity of the measures, while regression and mediation
tests ensured methodological rigor. Findings revealed that perceived usefulness
exerted the strongest effect on purchase intention, followed by credibility and
relevance. Moreover, click intention was identified as a significant partial mediator,
strengthening the relationship between OBA acceptance and purchase intention. The
model explained 72% of the variance in purchase intention, highlighting the
effectiveness of OBA in shaping consumer decisions. The study contributes to theory
by extending TAM, Social Exchange Theory, and the SOR framework to the Sri
Lankan fashion e-commerce context. Practically, it offers valuable guidance for
marketers to design credible, personalised, and interactive OBA campaigns that
enhance consumer engagement and drive higher ROI.
