The Impact of Fission Marketing on Online Consumer Buying Intention in Sri Lanka

Abstract

This paper investigates the fission marketing activities that influence when purchasing goods and services via online platforms in Sri Lanka. This research was carried out with a quantitative approach. This quantitative approach adopted a convenience sampling technique to determine the sample size (n=384). A self-administrative questionnaire was used for the data collection from private and government sector workers. Both descriptive and inferential statistics were used. The results of the study indicate that except e-WoM, the other fission marketing factors such as website content, e-referral, and live streaming e-commerce have a positive and significant impact on consumers’ online buying behaviour. As fission marketing is originated very recently and commonly practiced in China, this study can be considered as one of the pioneering studies in Sri Lanka on this topic. Keywords: Customer buying behaviour, e-referral, e-WOM, Live streaming e-commerce, Website content.