Abstract
Kelaniya Journal of Human Resource Management is the journal of the Department of Human Resource Management, University of Kelaniya. The objective of this journal is to disseminate knowledge of research as conducted by the academic scientists and practitioners in the field of HRM. The journal contains research and review papers.
Highlights
The advancement in technology and the internet has made communication easy and fast for people around the globe
The model was tested by using the simple regression analysis and the results revealed that perceived value, perceived quality and peer pressure show a positive effect on the online retail apparel purchasing intention among customers
In terms of the theoretical perspective, the present study proposes a new model related to purchase intention, since the traditional framework does not address the variables in the theory of planned behaviour and perceived value & perceived quality together
Summary
The advancement in technology and the internet has made communication easy and fast for people around the globe. With the Internet becoming an integral part of a common person’s everyday life today social media networks play a significant role in the personal life as well as the business world by disintermediation in creating an avenue for direct contacts between marketers and consumers. Social Media platforms offer businesspersons a new and convenient mode of tapping into the target market, which is more efficient than the traditional market. This enables better interactions with customers and potential customers of the target market. By the end of 2019, according to Statista the global e-commerce market, had sales reaching 3.5 billion dollars and represented 14% of the total share of global retail sales (Susan Meyer, 2020)
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