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Papers by Asoka Malkanthie

Research paper thumbnail of Consumer Confusion in Online Mass Customization

The purpose of the study is to show the ability of high closure in converting negative consequenc... more The purpose of the study is to show the ability of high closure in converting negative consequences of mass customization confusion (MCC) in to positive. Results of the study emphasize a positive relationship between MCC and product satisfaction and fun when closure is facilitated and weaker negative relationship between MCC and trust. Further, when closure is restricted, there is a strong negative relationship between MCC and its' consequences. The reason behind the results is the moderating effect of closure in the relationship between MCC and its' consequences; product satisfaction, online fun, and trust.

Research paper thumbnail of Investigating the factors that influence brand choice of hair dye with special reference to Western province in Sri Lanka

In today’s fiercely competitive world, it is very important for the marketers to realize and figu... more In today’s fiercely competitive world, it is very important for the marketers to realize and figure out the aspects that are necessary to deal with the competitors, changing customer tastes and preferences. The strong competition in terms of product similarity and increased number of challenging brands in the market have led the marketers to think about and study the factors that are influential in consumers’ brand choice decisions. Brand choice is a vital factor for the success of any brand. at present globally, hair colorants are a rapidly growing over seven billion industry and also Sri Lankan hair dye category has seen a growth in both volume and unit. This study intends to determine factors which affect the brand choice of hair dye. Both qualitative and quantitative approaches were used. The data of the study was collected from the customers who use hair dye, in western province Sri Lanka. The study uses a judgmental sampling. The findings of the study show that Quality, brand ...

Research paper thumbnail of Structural Equation Modeling With AMOS

Structural Equation Modeling With AMOS, 2000

Research paper thumbnail of Customers' characteristics of behaviour to use tech-marketing in banks: Propositions for future research

Research paper thumbnail of Factors Affecting Socially Responsible Consumer Behavior and Their Relative Importance in Sri Jayewardenepura, Kotte Electorate

SRCB and environmental attitudes were measured by using four dimensions; Perceived Consumer Effec... more SRCB and environmental attitudes were measured by using four dimensions; Perceived Consumer Effectiveness, Environmental Concern, Liberalism, and Alienation. These dimensions were measured using scales developed by Roberts, (1995), and psychographic characteristics were measured by using two dimensions; Values and Lifestyle. Values were measured using the scales used by Fraj and Martinez, (2006) and Lifestyles were measured using the scale developed by Sanchez et al., (1998) quoted by Fraj and Martinez, (2006). Gender, age, marital status, education, occupation, and income were used to measure the demographic characteristics of consumers. A questionnaire was adopted for data collection. However, the validity and the reliability of the measurement scales were tested. The association between environmental attitudes and psychographic characteristics with SRCB was tested by using Pearson correlation. To test the relationship between demographic characteristics with SRCB, Independent sample T-Test and One way ANOVA test was conducted. The results disclosed that environmental attitudes have the highest association with SRCB (especially, Perceived consumer effectiveness and Environmental Concern shows strong correlation with SRCB and also Alienation shows positive but not strong association with SRCB). Psychographic characteristics also have a significant but not strong relationship with SRCB (especially, there is a positive relationship between knowledge consumers, ECOEV consumers, Alisana Consumers, SALUDEV consumers and SRCB) while some of the demographic characteristics show a significant relationship with SRCB. Especially, SRCB vary with age, marital status, education level, and income.

Research paper thumbnail of The Impact of Level of Consumer Process and Product Knowledge on the Effectiveness of Vendor Recommendations in Mass Customization

Research paper thumbnail of Consumer Confusion in Online Mass Customization

The purpose of the study is to show the ability of high closure in converting negative consequenc... more The purpose of the study is to show the ability of high closure in converting negative consequences of mass customization confusion (MCC) in to positive. Results of the study emphasize a positive relationship between MCC and product satisfaction and fun when closure is facilitated and weaker negative relationship between MCC and trust. Further, when closure is restricted, there is a strong negative relationship between MCC and its' consequences. The reason behind the results is the moderating effect of closure in the relationship between MCC and its' consequences; product satisfaction, online fun, and trust.

Research paper thumbnail of Online Mass Customization in Developing Countries: The Effect of Consumer product and Process Knowledge on Personalized Recommendations

Research paper thumbnail of Structural Equation Modeling With AMOS

Research paper thumbnail of Online Mass Customization Confusion and the Moderating Impact of Online Expertise

Confusion is one of the key problems in online mass customization. Hence, it is essential to stud... more Confusion is one of the key problems in online mass customization. Hence, it is essential to study the antecedents of online MCC in order to minimize or eliminate the confusion and thereby, provide the benefits of online mass customization to the customers. In order to find the antecedence of Online Mass Customization Confusion, an experiment was conducted. The findings of the study emphasize the importance of considering interaction between product knowledge and online expertise as well as perceived usability and online expertise in cognitive information processing in the mass customization process. In keeping with the results of the study, confusion is higher for low online expert consumers than high online expert consumers in online mass customization.

Research paper thumbnail of Consumer Confusion in Online Mass Customization

The purpose of the study is to show the ability of high closure in converting negative consequenc... more The purpose of the study is to show the ability of high closure in converting negative consequences of mass customization confusion (MCC) in to positive. Results of the study emphasize a positive relationship between MCC and product satisfaction and fun when closure is facilitated and weaker negative relationship between MCC and trust. Further, when closure is restricted, there is a strong negative relationship between MCC and its' consequences. The reason behind the results is the moderating effect of closure in the relationship between MCC and its' consequences; product satisfaction, online fun, and trust.

Research paper thumbnail of Investigating the factors that influence brand choice of hair dye with special reference to Western province in Sri Lanka

In today’s fiercely competitive world, it is very important for the marketers to realize and figu... more In today’s fiercely competitive world, it is very important for the marketers to realize and figure out the aspects that are necessary to deal with the competitors, changing customer tastes and preferences. The strong competition in terms of product similarity and increased number of challenging brands in the market have led the marketers to think about and study the factors that are influential in consumers’ brand choice decisions. Brand choice is a vital factor for the success of any brand. at present globally, hair colorants are a rapidly growing over seven billion industry and also Sri Lankan hair dye category has seen a growth in both volume and unit. This study intends to determine factors which affect the brand choice of hair dye. Both qualitative and quantitative approaches were used. The data of the study was collected from the customers who use hair dye, in western province Sri Lanka. The study uses a judgmental sampling. The findings of the study show that Quality, brand ...

Research paper thumbnail of Structural Equation Modeling With AMOS

Structural Equation Modeling With AMOS, 2000

Research paper thumbnail of Customers' characteristics of behaviour to use tech-marketing in banks: Propositions for future research

Research paper thumbnail of Factors Affecting Socially Responsible Consumer Behavior and Their Relative Importance in Sri Jayewardenepura, Kotte Electorate

SRCB and environmental attitudes were measured by using four dimensions; Perceived Consumer Effec... more SRCB and environmental attitudes were measured by using four dimensions; Perceived Consumer Effectiveness, Environmental Concern, Liberalism, and Alienation. These dimensions were measured using scales developed by Roberts, (1995), and psychographic characteristics were measured by using two dimensions; Values and Lifestyle. Values were measured using the scales used by Fraj and Martinez, (2006) and Lifestyles were measured using the scale developed by Sanchez et al., (1998) quoted by Fraj and Martinez, (2006). Gender, age, marital status, education, occupation, and income were used to measure the demographic characteristics of consumers. A questionnaire was adopted for data collection. However, the validity and the reliability of the measurement scales were tested. The association between environmental attitudes and psychographic characteristics with SRCB was tested by using Pearson correlation. To test the relationship between demographic characteristics with SRCB, Independent sample T-Test and One way ANOVA test was conducted. The results disclosed that environmental attitudes have the highest association with SRCB (especially, Perceived consumer effectiveness and Environmental Concern shows strong correlation with SRCB and also Alienation shows positive but not strong association with SRCB). Psychographic characteristics also have a significant but not strong relationship with SRCB (especially, there is a positive relationship between knowledge consumers, ECOEV consumers, Alisana Consumers, SALUDEV consumers and SRCB) while some of the demographic characteristics show a significant relationship with SRCB. Especially, SRCB vary with age, marital status, education level, and income.

Research paper thumbnail of The Impact of Level of Consumer Process and Product Knowledge on the Effectiveness of Vendor Recommendations in Mass Customization

Research paper thumbnail of Consumer Confusion in Online Mass Customization

The purpose of the study is to show the ability of high closure in converting negative consequenc... more The purpose of the study is to show the ability of high closure in converting negative consequences of mass customization confusion (MCC) in to positive. Results of the study emphasize a positive relationship between MCC and product satisfaction and fun when closure is facilitated and weaker negative relationship between MCC and trust. Further, when closure is restricted, there is a strong negative relationship between MCC and its' consequences. The reason behind the results is the moderating effect of closure in the relationship between MCC and its' consequences; product satisfaction, online fun, and trust.

Research paper thumbnail of Online Mass Customization in Developing Countries: The Effect of Consumer product and Process Knowledge on Personalized Recommendations

Research paper thumbnail of Structural Equation Modeling With AMOS

Research paper thumbnail of Online Mass Customization Confusion and the Moderating Impact of Online Expertise

Confusion is one of the key problems in online mass customization. Hence, it is essential to stud... more Confusion is one of the key problems in online mass customization. Hence, it is essential to study the antecedents of online MCC in order to minimize or eliminate the confusion and thereby, provide the benefits of online mass customization to the customers. In order to find the antecedence of Online Mass Customization Confusion, an experiment was conducted. The findings of the study emphasize the importance of considering interaction between product knowledge and online expertise as well as perceived usability and online expertise in cognitive information processing in the mass customization process. In keeping with the results of the study, confusion is higher for low online expert consumers than high online expert consumers in online mass customization.