Factors Affecting Young Consumers’ Online Buying Behavior in Sri Lanka

Abstract

This study focuses on investigating the factors influencing online purchase intentions among young consumers in Sri Lanka, with a specific emphasis on undergraduates in Faculty of Social Sciences, University of Kelaniya. It examines a range of factors, including product quality, price, trust, convenience, payment methods, security, return policies, after-sale services, firm reputation, and health considerations, to understand their impact on the online shopping behavior of young consumers. The study employed a quantitative research approach and collected data through a questionnaire survey involving 342 young consumers within the Faculty of Social Sciences at the University of Kelaniya. According to previous findings reveal that while price and product quality are important, they are not the dominant factors in the decision-making process for the young consumers in this study. Instead, the study underscores the critical role of building trust between e-commerce providers and consumers in shaping online purchase intentions. In a contemporary world where e-commerce is becoming increasingly integral to the consumer experience, this research provides valuable insights for businesses and policymakers seeking to understand and cater to the evolving demands of young consumers. By bridging the gap between theoretical constructs and real-world behavior, this study contributes to a deeper comprehension of the factors that propel young Sri Lankan undergraduates toward online shopping.