This research study mainly relied and focused on gathering primary data through face-to-face or self-prepared questionnaires. Through that, researcher intended to collect and analyze the data in in relation to customer behavior and consumer attitude to purchase the particular product. Researcher intended to conduct the survey to gather data within Sri Lanka, which is randomly selected who is having different educational and social backgrounds more likely to be using hats as fashion or requirement (Gefen & Straub, 2000). In order to ensure the validity of the questionnaires and understandability and awareness to the structured questions within the domestic context, researcher intend to conduct pilot test and pre-test via paper version and e-version prior to main survey.
Under the time horizon, researcher will describe the time frame for the research study. considering the time constraint, researcher utilize the short-time single, cross-sectional study in order to collect data within specific period of time and as well as compare the data (Saunders et al., 2011).
For this research study, researcher employed qualitative and abductive research method combined with an exploratory research design. Furthermore, researcher uses convenience sampling approach in order to conduct semi-structured face-to-face interviews to collect data. Researcher utilized the Structural Equation modelling (SEM) in order to analyze the collected data. This research method is recommended by number of researchers and scholars in research which deals with complex relationships between dependent and independent variables. (Hair et al., 2014; Zheng et al., 2011). Moreover, researcher uses Analysis of moment structures (AMOS) software in order the explore and proof the research hypothesis.
Researcher utilizes empirical research method through structured questionnaire in order to gather data in relation to examine and analysis the relationship between perceived ease of use, perceived usefulness, consumer confidence and trust and internet & website content to measure the impact towards customer purchase intention. (i.e., Li, Kim & park, 2007; Gefen, Karahanna & Straub, 2003; Van der Heijden, Verhagen & Creemers, 2003; Pavlou, 2003; Sultan et al., 2003). A five-point Likert-scale from ‗Strongly disagree (number 1) to ‗Strongly agree (number 5) is utilize in order to gather data and analyze each construct.
“It is hypothesized that; existing dependent and independent variables shall made impact on customer purchase intention of hat markets in Sri Lanka. Therefore, researcher will make recommendations to adopt marketing strategies with local and international experience to surpass the negative customer purchase intention to expand the market.”
Researcher uses quantitative research method with sample size of 100 randomly selected sample population. 100 semi-structed face-to-face interviews conducted through questionnaires in order to gather data. The findings and results of this research study illustrates the dependent variables, notably customer knowledge, brand awareness, celebrity endorsement and perceived value have significant and paramount relationship with customer purchase intention. According to Hair et al., (2014), selected sample size is important determinant, since both independent and dependent variables may be adequate to have multiple indicators. Therefore, researcher has selected the minimum sample population requirement in order to collect the data.
Quantitative/Qualitative Research Method
Researcher intended to use mixed method by combining the quantitative and qualitative research methods to collect data. Furthermore, it is important to gather data in relation to customer purchase intention, researcher intended to conducted interviews the potential buyers of the company to get the customer feedback.
Secondary Data Collection
This research study has utilized secondary data in order to collect information where the text books, journal and scholarly articles, web-articles and internet as secondary sources of information. Moreover charts, percentages, tables, statistics and frequencies were utilized in order to illustrate the data to analyze the data which collected through primary and secondary data.