Page 18 - ASBIRES-2017_Preceedings

A STUDY ON E-SHOPPING BEHAVIOUR AMONG SRI LANKAN CONSUMERS

In Asian region, the biggest players in shows the distribution of gender and as it
e-Commerce are China, Indonesia, and India shows 69 percent of the respondents can be
while Sri Lanka is experiencing the growing categorized as e-Consumers. Among them,
demand for reliable e-Commerce websites 54 percent were the female. The age
(Lamudi, 2016). Sri Lankan consumers who distribution of the sample is shown in Table
earn a middle level income are now turning 3. Accordingly, the majority were belonged
more towards e-Shopping and the highest to the age group of 21-30.

number of Internet users and e-Shoppers are Table 1: Details of the respondents’
from the 25-34 age group because these residences
people are at the forefront of technological
revolution. Moreover, 60 percent of the e- Province No. of Percentage

Commerce transactions are carried out in consumers / (%)
three major cities; Colombo, Kandy and Western 90 39
Galle and 14 percent of them would prefer Eastern 8 3
to buy from the websites that they have Southern 28 12
ordered before, while the rest usually Sabaragamuwa 21 9
compare prices and check for package deals Central 30 14
and special promotional offers before they Uwa 14 6
make their purchase decisions (Khan, 2014). North Western 28 12
Northern 3 1
3 METHODOLOGY
North Central 10 4
The population of the study was the Total 232 100
consumers in Sri Lanka. The sample was Table 2: Distribution of the gender of the
selected among the consumers who are sample
employed and/or are persuading
postgraduate degrees in higher educational Gender Male Female Total
institutions in Sri Lanka. Random sampling Do
technique was used to determine the sample eShopping
size. Four hundred and fifty (N = 450) Yes 73 86 159
questionnaires were distributed and emailed No 27 46 73
to the participants in purposively selected Total 100 132 232
five public higher educational institutions;

University of Kelaniya, University of Table 3: Age distribution of the sample
Colombo, University of Sri Age 21 31 41 51 Total

Jayewardenepura, Wayamba University of Do - - - -
Sri Lanka, NISD, Nawala and two other eShopping 30 40 50 60
private institutions; IDM, Bambalapitiya and
CINEC Maritime Campus, Malabe. Among Yes 93 52 13 1 159
the received and completed questionnaires, No 46 20 4 3 73
only 232 responses (N=232) were Total 139 72 17 4 232
considered for the final analysis and had
represented the nine provinces of Sri Lanka.
Table 4 shows their income levels
4 DATA COLLECTION AND and the majority were belong to the income
ANALYSIS range of Rs. 25,000 - 50,000.

The number of the respondents in each Table 5 shows the willingness of the
province and the representation from each consumers of spending money when they do
province in the sample are shown in Table 1. e-Shopping. As it shows 38 percent of the e-
Accordingly, majority of the responses have Consumers would like to spend an amount
represented from western province. Table 2 between Rs. 10,000 – Rs. 25,000.

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