Factors influencing purchase intention in an online platform

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The rapid progress and the technological advancement of e-commerce are evident in the business ecosystem of Sri Lanka. The country observed an influx of women’s clothing online stores post-covid-19 pandemic. A few e-retailers remain consistent while many grapples to understand consumer dynamics and purchase intentions. The main aim of this study is to identify the level of influence of the factors identified impacting purchase intention in an online platform selling women’s clothing. The factors are convenience, e-WOM, security, ease of use and trust. The study will assess the moderator effect of the current economic climate and its impact on the factors and the consequences on purchase intention and online sales. The study incorporated the logic of a quantitative approach using a structured questionnaire distributed using Likert scale questions. Purposive and snowball sampling techniques were followed. Data was collected from 223 economically active females. The responses were analyzed using the SPSS software. The results pointed out that consumer purchase intention is impacted by e-commerce relevant factors convenience, e-WOM, security, ease of use and trust. The moderation effect of the current economic climate in Sri Lanka showed no effect on the factors, therefore, no impact on purchase intention. The study findings are detailed, and e-retailers will benefit from the recommendations provided for practice. Future research should expand the sample size and investigate factors impacting consumer behaviour in both online and offline stores using a mix of quantitative and qualitative studies.