Journal of Sales, Service and Marketing Research (e-ISSN: 2582-7804)

Investigating the Factors Influencing the Adoption of E-commerce Among Consumers in Emerging Economies

Rashmi Sathsarani — 2026-07-20

E-commerce has become an essential component of the digital economy, facilitating consumer transactions while contributing to economic growth in developing countries such as Sri Lanka. This study examines the factors influencing consumers' adoption of e-commerce by applying the Technology Acceptance Model (TAM). A quantitative research approach was employed using a structured questionnaire administered to 392 e-commerce consumers in Sri Lanka. Data were analyzed using multiple regression analysis to examine the effects of perceived ease of use, perceived usefulness, and attitude on e-commerce adoption. The findings reveal that perceived ease of use is the strongest determinant of e-commerce adoption, whereas perceived usefulness and attitude exhibit comparatively weaker influences. The study provides practical implications for e-commerce businesses, digital innovators, and policymakers by highlighting the importance of enhancing user-friendly platforms to encourage wider adoption. Increased e-commerce usage can strengthen business performance and contribute to the country's economic development.

Factors Influencing Consumer Adoption and Preference for Electric Vehicles: An Empirical Study

M. Abdul Rahuman — 2026-08-26

The rapid growth of electric vehicles (EVs) has emerged as a sustainable solution to address environmental concerns, reduce greenhouse gas emissions, and decrease dependence on fossil fuels. With growing awareness of climate change, rising fuel prices, technological advancements, and government initiatives promoting clean transportation, consumer interest in electric vehicles has increased significantly. However, consumer adoption of EVs continues to be influenced by economic, technological, social, environmental, and infrastructural factors. The main aim of this study is to identify the key factors influencing consumer adoption and preference for electric vehicles and to examine the challenges that affect their purchasing decisions. Specifically, the study investigates the impact of demographic characteristics on consumer perceptions and preferences, compares consumer preferences between electric vehicles and conventional fuel-powered vehicles in terms of performance, purchase and maintenance costs, convenience, and environmental benefits, and identifies the major determinants affecting EV adoption. The study also identifies consumer awareness of electric vehicle technology, charging infrastructure, driving range, battery performance, government incentives, and the availability of charging facilities. In addition, the study attempts to recognize the major barriers that discourage consumers from purchasing electric vehicles, such as high initial cost, limited charging infrastructure, range anxiety, battery-related concerns, and lack of adequate information. The findings of the study are projected to provide useful insights into consumer attitudes and purchasing behaviour and may help policymakers, automobile manufacturers, dealers, and other stakeholders develop suitable strategies to endorse wider adoption of electric vehicles and support sustainable transportation.

Service Quality and Customer Satisfaction in India’s Private Intercity Bus Services: An Empirical Study

T. Shenbhagavadivu — 2026-08-27

Private intercity bus transportation has become an important component of passenger mobility in India, particularly as travellers increasingly seek affordable and convenient alternatives for interstate and intercity journeys. The expansion of private operators has also increased competition, making passenger experience an important consideration in service delivery. This study investigates whether the five dimensions of the SERVQUAL framework—tangibility, reliability, responsiveness, assurance, and empathy—contribute to customer satisfaction among passengers using private omni bus services. A quantitative approach was adopted, and primary information was obtained from 216 passengers through a structured questionnaire. Respondents evaluated service quality and satisfaction using a five-point Likert scale. The data were analyzed using SPSS through descriptive statistics, chi-square analysis, one-way ANOVA, and multiple regression. The measurement scales demonstrated good internal consistency, with Cronbach’s Alpha values of 0.889 for service quality and 0.856 for customer satisfaction. The regression model was statistically significant and explained 61.9% of the variance in customer satisfaction (R² = 0.619). Among the five service quality dimensions, tangibility was the only significant individual predictor (β = 0.458, p < 0.001). Reliability, responsiveness, assurance, and empathy showed positive but statistically non-significant individual effects. The findings suggest that passengers give considerable importance to the physical characteristics of buses, including cleanliness, seating comfort, vehicle condition, and onboard facilities. The study provides useful implications for private bus operators seeking to improve passenger experience and strengthen their market position.

Determinants of Customer Repeat Purchase Behavior in Ride-sharing Services: An Empirical Study on Ride-sharing users in Dhaka City

Rownak Jahan — 2026-09-09

Purpose: This study investigates the determinants influencing customer repeat purchase behavior in ride-sharing services among users in Dhaka City, focusing on perceived value, service quality, trust, convenience, pricing, customer satisfaction, and perceived risk.

Methodology: A quantitative research approach was adopted. Primary data were collected from 220 ride-sharing users in Dhaka City through structured questionnaires using convenience sampling. SPSS, descriptive statistics, reliability analysis, correlation analysis, and regression analysis were used for data analysis.

Findings: The findings reveal that service quality, trust, convenience, customer satisfaction, and perceived value significantly influence customer repeat purchase behavior. Pricing also positively affects customer behavior, whereas perceived risk negatively influences repeat purchase intention.

Practical Implications: Ride-sharing companies can improve customer retention by ensuring reliable service quality, affordable pricing, user-friendly applications, and stronger safety measures.

Value: This study contributes to the literature on digital transportation services and provides insights into consumer behavior in Bangladesh’s ride-sharing industry.

Research Limitations: The study was limited to ride-sharing users in Dhaka City and used convenience sampling, which may limit the generalizability of the findings.