2026-07-27T19:12:03Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008486 2024-09-03T05:16:10Z 1582963436320 1582963436320:1582965701379

Consumer Behavioral Intention to Adopt E-Commerce ( Hnin Wai Si, 2022) Hnin Wai Si This study aimed to examine the influencing factors of behavioral intention to adopt E-commerce and to analyze the effect of behavioral intention to adopt on usage behavior in E-commerce. To achieve those objectives, the analysis was conducted on basis of the responses of 200 registered users of E-commerce service in Myanmar Payment Union Public Co., Ltd through structured questionnaires in April 2022. In this study, the behavioral intention factors include Performance Expectancy, Internet Knowledge, Social Influence, Habit, Transaction Security, Online Payment Risk and COVID-19. Among them, Social Influence, Habit and COVID-19, have significant influence on behavioral intention to adopt E-commerce and the Social Influence is the most. Performance Expectancy, Internet Knowledge, Transaction Security, and Online Payment Risk did not influence on behavioral intention to adopt E-commerce. In additions, behavioral intention to adopt has positively related to usage behavior in E-commerce. Therefore, E-commerce service providers can maintain their retention by providing good service and always improving the quality of customer service to keep customers satisfactions. For potential customers or new customers, marketers should focus on marketing campaigns to improve user convenience, utility, profitability and trustworthiness. 2022-10-01 https://meral.edu.mm/records/8486