Abstract:
"
Global online shopping has shifted from inspiration to conversion in an evolving world
of shoppers. Numerous international fashion retailers target their customers via the
appropriate channels and platforms, ensuring the best possible shopping experience and
increasing online shopping popularity. Empiric studies conducted in a Sri Lankan
context identified that the Sri Lankan e-commerce sector is fragmented and lacks an
appropriate research study that is both academic and practical. Hence, applying an
elaborate theoretical model to identify the key factors influencing consumers' choice of
an online platform. Thereby, provide an in-depth understanding of retailers to brush up
their flaws and target customers by providing the best experience using the proper
channels, aiding the growth of e-commerce of the fashion industry. Yahia et al. (2018)
and Sheikh et al. (2017) conducted studies to illustrate the drivers of social commerce
using The Unified Theory of Acceptance and Use of Technology. The same model has
been applied to conduct the study in a Sri Lankan context, emphasizing the city of
Colombo, which has the highest proportion of online shoppers. A positivist philosophy
and a deductive approach, employing mixed methods quantitative analyze a survey
among 272 participants completed the online questionnaire via email, whatsapp, or
social media. Interviews with five frequent online shoppers were conducted as part of
a qualitative study. According to statistical analysis of quantitative data and qualitative
data, it was determined that effort expectancy, social influence, facilitating conditions,
hedonic motivation, and price value all have an effect on consumers' preferred online
platform choice. It was discovered that the majority of online consumers preferred
Webshops over Social Commerce due to the convenience and trust associated with the
seller's authenticity. Additionally, suggestions were made that faster delivery and a
greater reliance on artificial intelligence in website design would improve the shopping
experience for consumers.
"
