Abstract: The major aim of the research paper is to find out the factors affecting customer attitudes toward online shopping in Sri Lanka. Primary data has been collected from the Sri Lankan shoppers who used websites to purchase goods or services over the internet through online catalog retailers that provide a large variety of items for their selection within the last one-year period (2020). The convenience sampling method was employed for the data collection process using an online survey and obtained 340 responses from online customers. The collected data were examined using factor analysis, structural model analysis, t-test, and Analysis of variance (ANOVA). The results imply that trust and perceived website image have a direct positive influence on attitude while relative advantage and perceived....
Keywords: Attitude, online shopping, trust, website image, website reputation, relative advantage
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