Abstract:
Internet usage in the world is growing in a rapid phase. World internet usage has been
risen 448.80% since year 2000 to 2010 and current intemet penetration in the world
stands on28.7%oout of the world population. Worldwide Intemet users in 2010 is 1911
million and it has predicted this value to be 2517 million by 20l4.so it's no doubt on
future of internet popularity all over the globe.
The internet has transformed us from the conventional shopping technology into a new
and extra efficient generation called "E-Commerce". With the growing recognition of
online purchasing, business around the globe now try to dominate their competitive
benefits with focusing their resources at the digital business environment. Shoppers are
gaining notable advantages from buying goods and services from online world. The
internet permits the2417 and 365 days availability of products and services with very
little price. The aim of this research is to identify the factors affecting online purchasing
intention of E-Tailers in Sri Lanka.
Even though E-Tailers are highly popular in globally. Sri Lanka's growth rate is
showing a slow advancing. Therefore the research is conducted to identify what are the
factors needed to create more purchase intention among customers.
With the literature background, this research focuses to identify the Impulse purchase
orientation, Quality orientation, Brand orientation, online trust and Prior online
purchase experience effecting on online purchase intention. The study involved 140
respondents. Convenience sampling was used as the sampling technique. A
questionnaire was design online, since the research was an online purchasing intention
study, online data collection method was preferred.
Five hypotheses derived from the model were tested by using multiple regression
analysis. Results have shown that Quality orientation Brand orientation, online trust
and Prior online purchase experience have moderate significant effect on online
purchasing intention and Impulse purchase orientation has no significant effect on
online purchasing intention on E-Tailers. Therefore the result of this would provide
implications for electronic commerce & digital marketing managers of the company &
contribute to the existing body of knowledge.
