An empirical study of information search and alternative evaluation, purchase and post purchase affecting customer satisfaction and e-commerce business development in Myanmar

Abstract

The purpose of this study was to investigate factors of information search and alternative evaluation, purchase, and post purchase affecting online shopping customer satisfaction in Myanmar. The close-ended survey questionnaires were applied for gathering the data from 340 respondents who had experience in buying things online in Myanmar. The findings were found that the majority of respondents used Facebook to shop online product/service (66.8 %), showed that Myanmar online shoppers used Facebook as a platform to explore the product/service offered while 27.9 percentage of respondents were likely to shop on Shop.com.mm website. The result revealed that two independent variables, namely merchandise attributes and customer service had positive relationship with customer satisfaction toward online shopping in Myanmar with standardized coefficient beta values of 0.370 and 0.686 respectively. On the other hand, information search and alternative evaluation in the context of information quality and website design, purchase in the context of transaction capability, security privacy and payment did not affect customer satisfaction toward online shopping in Myanmar.