{"created":"2020-03-08T15:24:57.490259+00:00","id":1069,"links":{},"metadata":{"_buckets":{"deposit":"1d6a7a52-6411-4bcf-990a-cb9fcf2a010a"},"_deposit":{"id":"1069","owners":[],"pid":{"revision_id":0,"type":"recid","value":"1069"},"status":"published"},"_oai":{"id":"oai:meral.edu.mm:recid/1069","sets":["1582963436320:1582965402123"]},"communities":["yueco"],"control_number":"1069","item_1583103067471":{"attribute_name":"Title","attribute_value_mlt":[{"subitem_1551255647225":"EFFECT OF FACEBOOK APPLICATION ON PURCHASE INTENTION TOWARDS ONLINE SHOPPING","subitem_1551255648112":"en"}]},"item_1583103085720":{"attribute_name":"Description","attribute_value_mlt":[{"interim":"This thesis intends to find out effect of Facebook application on purchase intention towards online shopping. The objectives of the study are to identify the online shopping business in Myanmar through Facebook Application and to analyze the effect of Facebook application on purchase intention towards online shopping of students in Yangon University of Economics. In this study, quantitative research method and multiple regression analysis were used. Primary data was collected by distributing the questionnaires to the respondents. A random sample of 200 Facebook users is taken from the total population of 400 students of selected five hostels from the Ywar Thar Gyi campus of YUE and they were to interview using the questionnaire. According to the regression analysis, the finding revealed that sharing, e-WOM, and location-based check-in play significant role. The study found that sharing is the most determining factor that influences the purchase intention towards online shopping. In today environment, traditional marketing is not enough to seek business opportunities and thus business seeks to communicate with consumers and use this channels effectively by engaging to social media environments. This study suggests that marketers should realize the potential for Facebook to become an a shopping platform and so they need to develop appropriate interdepartmental staff training for improved engagement with Facebook as a social medium and potential sales channel. In future, the same research can be conduct regarding on factors that influence intention to online purchase with big sample or targeting it can be bigger population."}]},"item_1583103108160":{"attribute_name":"Keywords"},"item_1583103120197":{"attribute_name":"Files","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_access","date":[{"dateType":"Available","dateValue":"2020-05-05"}],"displaytype":"preview","filename":"Hsu Luck Wai (MCom - 2).pdf","filesize":[{"value":"396 Kb"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"url":"https://meral.edu.mm/record/1069/files/Hsu Luck Wai (MCom - 2).pdf"},"version_id":"124e7949-455b-4b54-b6c2-d8355104c6e4"}]},"item_1583103131163":{"attribute_name":"Journal articles","attribute_value_mlt":[{"subitem_journal_title":"Yangon University of Economics"}]},"item_1583103147082":{"attribute_name":"Conference papaers","attribute_value_mlt":[{}]},"item_1583103211336":{"attribute_name":"Books/reports/chapters","attribute_value_mlt":[{}]},"item_1583103233624":{"attribute_name":"Thesis/dissertations","attribute_value_mlt":[{"subitem_supervisor(s)":[]}]},"item_1583105942107":{"attribute_name":"Authors","attribute_value_mlt":[{"subitem_authors":[{"subitem_authors_fullname":"Hsu Luck Wai (MCom - 2)"}]}]},"item_1583108359239":{"attribute_name":"Upload type","attribute_value_mlt":[{"interim":"Publication"}]},"item_1583108428133":{"attribute_name":"Publication type","attribute_value_mlt":[{"interim":"Thesis"}]},"item_1583159729339":{"attribute_name":"Publication date","attribute_value":"2019-11"},"item_1583159847033":{"attribute_name":"Identifier","attribute_value":"https://ecor.yueco.edu.mm/handle/123456789/447"},"item_title":"EFFECT OF FACEBOOK APPLICATION ON PURCHASE INTENTION TOWARDS ONLINE SHOPPING","item_type_id":"21","owner":"1","path":["1582965402123"],"publish_date":"2020-03-05","publish_status":"0","recid":"1069","relation_version_is_last":true,"title":["EFFECT OF FACEBOOK APPLICATION ON PURCHASE INTENTION TOWARDS ONLINE SHOPPING"],"weko_creator_id":"1","weko_shared_id":-1},"updated":"2021-12-13T01:49:20.082008+00:00"}