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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3625

Title: A Study Of The Electronic Commerce Factors Influencing Consumers' Purchasing Decision In Myanmar
Authors: Sai Aung Hla
Keywords: Online shopping, product/service online, consumers' purchasing decision, factors, Myanmar.
Issue Date: 15-Dec-2018
Publisher: Bangkok University
Abstract: The purpose of this research study is to examine the factor influence of consumers’ purchasing decisions toward products/service online in Taunggyi city, Myanmar. The independent factors of website quality, electronic word of mouth, trust, perceived value, service quality, subjective norms, convenience, price and lifestyle were examined for consumers’ purchasing decision in Taunggyi city. Research was collected through a survey of consisting of 62 survey questions with 400 collected in Taunggyi city from areas such as supermarkets, university campus, community events and street commuters. SPSS 20 was used to test for demographic profile, reliability test for each factor of items, descriptive statistics and binary logistic regression, tests of individual and model assumption and also hypothesis testing. Results and findings show that Website Quality, Electronic Word of Mouth and Service Quality significantly influence Myanmar consumers’ purchase decision to buy product/service online. For future research it would be useful to study a broader sample given the boundary less nature of online business. Also, profile of subjects being studied should be broader to capture the whole range of different generations (baby boom, generation Y, etc.).
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2018
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3625
Appears in Collections:Independent Studies - Master

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