Factors Affecting Online Purchasing Intention of Apparel among Young Customers in Sri Lanka

Abstract

The volume of online activities has gained rapid momentum owning to accelerated internet penetration and developments in the arena of information communication technologies. This scenario is true not only within the global context but also within the context of Sri Lanka. This research has uncovered the recent trends in the modern-day online shopping space. The existing developments suggest that consumers often search for products online and make their purchases offline. A great proportion of Sri Lanka’s young consumers purchase products through the internet. In this research, the researcher examines the factors that affect purchasing intention among young customers with special emphasis on the Western province of Sri Lanka. A questionnaire was utilized as a research instrument and the researcher collected data to investigate this research topic. Descriptive statistics, chisquare analysis and factor analysis were mainly used to analyse the gathered data. The variables utilized in the study are website content, awareness of existence, price of the item, trust in delivery and transaction, advertising, and distribution of information. Ultimately, the researcher has presented a set of recommendations based on the conclusions of the study.