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Title: | Factors Affecting of E-Commerce on Consumer’s attitude towards purchasing fashion products: A Study of Myanmar Online Consumers |
Authors: | Khaing Thazin Aung |
Keywords: | Online shopping fashion products consumers’ attitude factors Myanmar |
Issue Date: | 2016 |
Publisher: | Bangkok University |
Abstract: | Many researchers claimed that e-commerce of online shopping is still at the
early stage of development in Myanmar. However, Myanmar people are catching up
with the social media as the way of Internet is developing. The purpose of this
research study is to examine the factor influence of consumers’ attitude towards
purchasing fashion products from online. The research model applying with respect of
Theory of Reasoned Action (TRA) is effectively used to achieve the purpose of this
study.
Total of 32 survey questions are consisted and 322 valid respondents of
questionnaire were gathered both in online survey and hard copy survey. SPSS 22 was
tested for demographic profile, reliability test for each factor of items, descriptive
statistics and Pearson’s Correlations matrix, tests of individual and model assumption
and also hypothesis testing. Results and findings show that product performance risk
and financial risk for fashion products are significantly effected but the factors of
convenience, privacy risk and hedonic shopping motive are not influence to Myanmar
consumers’ attitude towards online shopping.
For future researches are suggested to increase wider places to provide wider
view and get more sample population on the real circumstance of consumers’ attitude
and also should repeat a similar conceptual framework to confirm that convenience,
privacy risk and hedonic shopping motive are not effect on consumers’ attitude
towards online shopping. |
Description: | Independent Study (M.B.A.)--Graduate School, Bangkok University,2016 |
Advisor(s): | IthiTontyaporn |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/1975 |
Appears in Collections: | Independent Studies - Master
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