Identifying factors affecting user satisfaction in Sri Lankan e-commerce websites

Abstract

The rapid growth of e-commerce in Sri Lanka, driven by internet penetration and technology, has reshaped consumer behavior [1]. User satisfaction is vital but influenced by website design, personalization, pricing, and responsiveness [2]. Local platforms struggle against global competitors like AliExpress and eBay due to poor design, limited products, and weak trust mechanisms [3], making user satisfaction crucial for retention and competition. The UTAUT (Unified Theory of Acceptance and Use of Technology) model highlights key factors influencing technology adoption, such as performance expectancy and social influence, which can help optimize Sri Lankan ecommerce platforms [4]. However, weak consumer protection laws and a lack of regulation reduce user confidence in local e-commerce businesses [1]. This study explores key factors influencing user satisfaction in Sri Lankan e-commerce through a survey and literature review. Regression analysis and Machine Learning models will be used to develop a predictive model to identify the level of user satisfaction based on available features for improving e-commerce services and enhancing user experience