Abstract:
The study aims to investigate the factors affecting consumers’ online shopping
intentions in Sri Lanka. The study will consider the online shopping intention of
consumers with special reference to customers in the Ampara district. The
research is based on the Technology Acceptance Model (TAM) and Theory of
Planned Behavior (TPB) which are commonly used theories in the research field
of online shopping intention. Their search explores how the perceived usefulness,
perceived ease of use, attitude, subjective norms, and trust towards the behavior
affect the online shopping intention of consumers. In terms of research
methodology, this study follows the quantitative approach, and the necessary data
for the execution of the study were gathered through questionnaires distributed
to around 105 consumers in the Ampara district. Further, the study employed
regression analysis. The researchers found that perceived usefulness and
perceived ease of use have no significant impact on online shopping intention and
also attitude, subjective norms and trust have a significant influence with a
positive effect on the online shopping intention of young consumers in Sri Lanka.
Implications: The findings of this study have practical implications for online
retailers seeking to optimize their platforms and marketing strategies. By
addressing the identified factors, businesses can enhance perceived usefulness,
perceived ease of use, attitude, subject norms, tryst, online shopping intention,
and driving sales. Additionally, policymakers can utilize these insights to develop
regulations that foster a safer and more conducive online shopping environment
for consumers. Originality: This study contributes to existing literature by
offering a comprehensive examination of the multifaceted factors influencing
online shopping intention. It integrates insights from both qualitative and
quantitative methodologies, providing a holistic understanding of consumer
behavior in the online retail context.
