Research Papers - Dept of Business

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Author: search.filters.author.Jayasuriya, N. ASubject: search.filters.subject.Purchase Intention

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    PublicationOpen Access
    The Impact of Loyalty Value on Purchase Intention: Comparative Analysis of Healthy Food and Unhealthy Food Advertisements in Sri Lanka
    (2020-05) Dissanayake, D. M. N. I; Seneviratne, N. T; Hansasara, L. A. D. S; Perera, L. D. N; Jayasuriya, N. A
    The purpose of the study is to seek the impact of loyalty on purchase intention of consumers with regard to healthy and unhealthy food advertisements in Sri Lanka. After referring to various past researches it has been identified that loyalty is one of the most influential factors in determining the purchase intention of consumers. However, when referring to past researches it has been evident that there is a lack of knowledge in the area of healthy and unhealthy food advertisements particularly in Sri Lankan context. Due to the shortfall of literature the present study concentrated on exploring the impact of loyalty towards the purchase intention of Sri Lankan consumers. Therefore, the objectives of the study were primarily achieved by analysing the data gathered via a selfadministered questionnaire that was distributed among 384 Sri Lankan consumers. Convenient sampling was the sampling method that was utilized and analytical techniques such as correlation and regression were applied. The present study indicated that loyalty has a positive impact towards purchase intention of Sri Lankan consumers when it comes to both healthy and unhealthy food advertisements. When it comes to the knowledge implications, the study is significant as it identified that that there is a strong correlation existing between the loyalty and purchase intention. It has also been apparent that brand loyalty is created through a past positive experience that a consumer has with a particular food brand.
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    PublicationOpen Access
    The Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lanka
    (2020-05-09) Muniweera, C. D. W; Balawardhana, K. P. I. A; Rajapaksha, M. S. N; Chamara, M. A. D. S; Jayasuriya, N. A
    The electronic word of mouth is a hardly studied phenomenon in the Sri Lankan context. Accordingly, the present study investigates the importance of factors influencing on electronic word of mouth engagement towards consumer purchase intention. By using convenience sampling technique, 501 questionnaires were distributed among respondents between the ages of 18-50 who are using Facebook, Instagram and WhatsApp resultant respond rate was 77%. The correlation and regression tests were done through the use of AMOS software, while the SPPS software was used to test reliability. The study found that trustworthiness and electronic word of mouth engagement towards purchase intention have a positive impact whereas, high fashion involvement has a negative impact to the electronic word of mouth engagement. The study is useful for retailers to improve their online presence by developing electronic word of mouth among consumers