2026-06-10T09:40:01Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008203 2024-06-06T07:10:17Z 1582963436320:1582965660463

Consumer Purchase Behavior and Repurchase Intention Towards Online Food Ordering Services in Yangon( Ei Ei Myint, 2022) Ei Ei Myint This study aims to explore consumer purchase behavior and repurchase intention towards online food ordering services in Yangon. The objectives of this study are to examine the influencing factors on consumer purchase behavior towards online food ordering services in Yangon and to analyze of the effect of consumer purchase behavior on repurchase intention towards online food ordering services in Yangon. This study used two sources of data: primary and secondary data. Primary data are collected from 389 sample respondents who are selected using systematic sampling method. Secondary data are gathered from text books, Internet websites and previous research papers. Descriptive statistics and regression analysis are used to analyze the collected data. According to the result of analysis, only subjective norm has effect on consumer purchase behavior towards online food ordering services. Consumer purchase behavior has positive effect on repurchase intention towards online food ordering services. Therefore, the marketer should emphasize the subjective norm of the consumer to boost their purchase behavior and repurchase intention in the future. The findings from this study are beneficial for foodservice providers and restaurant operators for improving their businesses and staying competitive. 2022-03-01 https://meral.edu.mm/records/8203