Browsing by Author "Rajapakse, V."

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Open Access
Emotional Cartwheels: Exploring the Online Shopping Psyche of Sri Lankan Consumers
(ICSDB 2024 and SLIIT Business School, 2024-12-10) Rajapakse, V.; Dabare, U.
This study investigates the emotional influences on online shopping behavior among Sri Lankan consumers, focusing on the roles of excitement and anxiety. Through a qualitative research approach, we explore how these emotions impact consumer decisions and overall satisfaction at different stages of the online shopping journey. The study sample comprised 30 participants, including both males and females, aged between 18 and 60 years, residing in various urban and suburban areas of Sri Lanka. The findings reveal that excitement, particularly during the browsing stage, often leads to impulsive purchasing behaviors, while anxiety, especially during the decisionmaking and purchase stages, acts as a significant barrier to completing transactions. Additionally, cultural influences, such as collectivist values and social harmony, play critical roles in shaping these emotional responses and shopping behaviors. This study provides practical insights for online retailers to enhance the shopping experience by addressing these emotional triggers and building stronger relationships with Sri Lankan consumers. By addressing the limitations and suggesting directions for future research, this paper contributes to the limited literature on online shopping emotions in the Sri Lankan context.
Open Access
Enhancing Export Potential: The Synergistic Impact of Digitalisation and Export Market Orientation in Driving Export Success in Sri Lanka's Apparel Sector
(ICSDB 2024 and SLIIT Business School, 2024-12-10) Abeyruwan, N.; Wijesekara, H.; Weerasuriya, H.; Amarasekera, A.; Rajapakse, V.; Wisenthige, K.
The purpose of this study is to examine the impact of digitalisation on the performance of Sri Lankan apparel exporters, both directly and indirectly. The indirect effect of digitalisation on export performance is evaluated through the mediation of export market orientation (EMO). EMO is the export ventures’ effort to infuse marketing strategies into its export activities. Given that apparel export ventures have embraced digital capabilities, the evaluation was conducted using data collected from 87 apparel manufacturing exporters in Sri Lanka operating on medium and large scale. Primary data was collected using a questionnaire instrument. The analytical technique employed in this study was partial least squares structural equation modelling (PLSSEM), which supported identifying the direct and indirect impacts vividly. The discoveries suggest that rather than the direct effect of digitalisation on export performance, the indirect effect of digitalisation through EMO has a significant impact on export performance. Also, the study reveals that EMO as a mediator plays a role of full mediation between the independent and the dependent constructs of the study. Digitalisation through EMO plays a crucial role in improving the export performance of apparel manufacturing exporters because effective adoption of digitalisation enables market sensing and eases the generation of export market intelligence, dissemination of that intelligence and responsiveness. The study provides significant insights for medium and large-scale apparel exporters, policymakers, and industry leaders on the importance of EMO strategies for enhancing export performance and survival in the global market while also serving as a guide for micro and small-scale ventures adopting digital practices.