Identifying the factors that Impact on Online Purchase Intention in Generation Y Consumers in Sri Lanka

Abstract

Internet usage has been expanded rapidly as a common way in product transaction, services and information worldwide. Accordingly, it is important to understand the intention of consumers' online purchase. This research aims at examining factors that influence consumers' online purchase intention particularly among generation Y consumers in Sri Lanka. Quantitative research approach has been used distributing 295 structured questionnaires to undergraduates in Sri Jayewardenepura University, Sri Lanka, who prefer purchasing online. Findings of this research have discovered that trust, perceived ease of use and subjective norms are significant in consumers' online purchase intention. Further, the findings revealed that trust is the most significant predicting factor in online purchase intention in generation Y consumers in Sri Lanka. Findings of this research will facilitate online marketers to have a better understanding on online purchase intention which enable them to direct online market.