2026-06-15T02:45:24Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011977 2025-10-23T06:16:54Z 1582963436320 1582963436320:1698989833663

Factors Influencing Consumer Purchase Intention Towards Shop App MM (Yu Myat Noe, 2025) Yu Myat Noe The main objective of this study is to examine the factors influencing consumer purchase intention towards Shop App MM. A quantitative research method was applied. As for primary data, 385 respondents were selected through a simple random sampling method. The collected data were analyzed using descriptive statistics and multiple linear regression. Findings reveal that consumers hold a positive attitude toward Shop App MM, appreciating its convenience, affordability, and secure transaction features. Among the three variables, perceived behavioral control emerged as the most influential factor affecting purchase intention, indicating users’ confidence and autonomy in using the app. Subjective norms and attitude also positively and significantly contribute to purchase intention. Furthermore, purchase intention strongly predicts actual purchase decisions, confirming the behavioral model’s relevance in the online shopping context. The study suggests that enhancing ease of use, building trust, and encouraging social influence (e.g., word-of-mouth, reviews, and influencer marketing) are vital strategies to strengthen purchase intention and drive conversions. Marketing initiatives such as personalized promotions, loyalty programs, and flexible payment options can further increase consumer engagement and sales. These insights provide practical implications for developers and marketers to improve user satisfaction, increase repeat purchases, and ensure long-term growth in Myanmar’s competitive e-commerce environment. 2025-06-01 https://meral.edu.mm/records/11977