Factors Affecting Online Purchasing Behaviour of Management Undergraduates of State Universities in Colombo District

Abstract

The online purchasing behaviour of customers has a direct impact on the revenue generation and value generation of a company. The purpose of this study is to identify the nature and intensity of factors that affect the online purchasing behaviour of management undergraduates of state universities in the Colombo district, Sri Lanka. The study was conducted based on a representative sample selected from the management undergraduates of state universities in the Colombo district. This data was collected through a questionnaire survey and analysed using a one-sample t-test and one-way ANOVA. The study finds that web design, security concerns, product information quality, and shipping/delivery time factors have an impact on the online purchasing behaviour of management undergraduates at state universities in the Colombo district. Among them, web design and shipping/delivery time are the two factors that have a significant impact on online purchasing behaviour. Furthermore, the study did not find significant differences between consumers' perceptions of online purchasing behaviour and different demographic factors such as gender, income level, and university, according to this study. The findings of the study shed light on the factors impacting the online purchase behaviour of management undergraduates at state universities in the Colombo district, which in turn reflect the implications of the value created through the financial capital and intellectual capital of companies that use online delivery systems. Hence, these findings aid managers in implementing strategies to improve customers' online purchasing behaviour by identifying factors, investors in making investment decisions on ebusiness channels, and the government in enacting regulations related to online purchasing.