2026-10-15T22:35:46Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1301 2024-05-12T17:04:18Z 1582963436320:1582965660463 user-yueco

THE INFLUENCE OF ELECTRONIC WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION ON RESTAURANTS IN YANGON (Khine Zar Thwe, 2019) Khine Zar Thwe The purposes of the study are to analyze the influence of electronic word-of- mouth on behavioral intention, and to examine the effect of behavioral intention on restaurant selection in Yangon. The findings of the study show that social capital, tie strength, homophily, trust, and interpersonal influence have positive influence on attitude towards behavior. Subjective norms are influenced by homophily, trust, and interpersonal influence. Influencing factors of perceived behavioral control are tie strength, homophily, trust, and interpersonal influence. All dimensions of behavioral intention: attitude towards behavior, subjective norms, and perceived behavioral control, have positive effect on restaurant selection of consumers. Hence, restaurants should create and maintain good image and propagate electronic word-of-mouth about their restaurants to create customer purchase intention and selection on their restaurants. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001301 https://meral.edu.mm/records/1301