Online Shopping in Sri Lanka: The Role of Electronic Word of Mouth impacts on Brand Image and Purchase Intention of Fashion Products

  ABSTRACT :This study proposes to investigate the factors affecting consumers’ purchase intention of fashion products. From the literature review, we found that brand image, attitude, subjective norm, perceived behaviour control, are attested in several culture contexts to be the salient factors of purchase intention. However, these factors have not yet been tested in less developed economy such as Sri Lanka. We therefore propose this study to investigate how eWOM create impact to purchase intention along with these factors. Data collection will be performed in Colombo Sri Lanka. We expect to collect data from over 100 online customer who have purchase experience of fashion products. The results of this study will inform online business inSri Lanka and nearby areas with similar culture background. SPSS analysis will be used as the analytical method.

KEYWORDS: Electronic Word of Mouth, eWOM, Brand image, Purchase Intention, Fashion Product