A Study on the Factors Influencing the Use of E-commerce by Customers in Colombo With Respect to B2C Market

Abstract

This study explores the factors influencing the use of e-commerce by the customers in Colombo district with regard to the B2C market. The conceptual framework was designed based on the Theory of Planned Behaviour (TPB) and 24 potentially influential factors were explored throughout the study. Primary data were collected by means of a questionnaire given in internet based and printed formats where the respondents were received from both users and non-users of online purchasing in the Colombo district of Sri Lanka. 354 valid questionnaires were used in the analysis and the Cronbach’s Alpha was 0.719 in the reliability test. A proper and well explained descriptive analysis of the variables followed by the KMO and Bartlett's test, Hypothesis testing, Factor analysis and an advanced model fitting was carried out. Analysis revealed that there is a very positive opinion towards online purchasing and people do have the willingness towards it. In view of the above and the model developed, it was found that attitudinal factors have a profound effect while subjective norm and perceived behavioural control shows a superficial effect on the online purchasing intention. Based on the inferences from research findings, recommendations and strategic and managerial suggestions were also made.