| dc.description.abstract | The continued growth of
technological advancements and improved
Internet comprehension has converted the
nature of day-to-day customer activities,
and most offline operations have moved to
online operations. In this context,
electronic-commerce transactions in Sri
Lanka are expected to continue to grow in
the near future. The aim of the study is to
investigate the factors affecting young
consumers’ online purchase intention in Sri
Lanka. The study will consider online
purchase intention of young consumers
with special reference to undergraduates of
KDU in Sri Lanka. The research is based on
Technology Acceptance Model (TAM),
Perceived Risk Theory and the Theory of
Reasoned Action (TRA) which are
commonly used theories in the research
field of online purchase intention. The
research explores how the perceived
usefulness, perceived ease of use,
perceived risk, subjective norms and
attitude towards the behaviour affect the
online purchase intention of young
consumers. In terms of research
methodology, this study follows the
quantitative approach, and the necessary
data for the execution of the study were
gathered through questionnaires
distributed around 400 young consumers
in KDU. Further, the study employed
regression analysis. The researchers found
that perceived usefulness, perceived ease
of use, perceived risk, subjective norms and
attitudes towards behaviour have
significant influence with positive effect on
online purchase intention of young
consumers in Sri Lanka. | en_US |
