{"_buckets": {"deposit": "d999cc6f-da08-46cb-ad01-b562126a5374"}, "_deposit": {"created_by": 20, "id": "11977", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11977"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011977", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Factors Influencing Consumer Purchase Intention Towards Shop App MM (Yu Myat Noe, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The main objective of this study is to examine the factors influencing consumer \npurchase intention towards Shop App MM. A quantitative research method was applied.\nAs for primary data, 385 respondents were selected through a simple random sampling \nmethod. The collected data were analyzed using descriptive statistics and multiple linear \nregression. Findings reveal that consumers hold a positive attitude toward Shop App MM, \nappreciating its convenience, affordability, and secure transaction features. Among the \nthree variables, perceived behavioral control emerged as the most influential factor \naffecting purchase intention, indicating users’ confidence and autonomy in using the app. \nSubjective norms and attitude also positively and significantly contribute to purchase \nintention. Furthermore, purchase intention strongly predicts actual purchase decisions, \nconfirming the behavioral model’s relevance in the online shopping context. The study \nsuggests that enhancing ease of use, building trust, and encouraging social influence (e.g., \nword-of-mouth, reviews, and influencer marketing) are vital strategies to strengthen \npurchase intention and drive conversions. Marketing initiatives such as personalized \npromotions, loyalty programs, and flexible payment options can further increase consumer \nengagement and sales. These insights provide practical implications for developers and \nmarketers to improve user satisfaction, increase repeat purchases, and ensure long-term \ngrowth in Myanmar’s competitive e-commerce environment."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-23"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Yu Myat Noe MMM II - 46 MMM 3rd Batch.pdf", "filesize": [{"value": "876 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 876000.0, "url": {"url": "https://meral.edu.mm/record/11977/files/Yu Myat Noe MMM II - 46 MMM 3rd Batch.pdf"}, "version_id": "9684adc4-6ac3-447b-b96a-052c436a2bc7"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Aye Thanda Soe"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Yu Myat Noe"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2025-06-01"}, "item_title": "Factors Influencing Consumer Purchase Intention Towards Shop App MM (Yu Myat Noe, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11977", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-23"}, "publish_date": "2025-10-23", "publish_status": "0", "recid": "11977", "relation": {}, "relation_version_is_last": true, "title": ["Factors Influencing Consumer Purchase Intention Towards Shop App MM (Yu Myat Noe, 2025)"], "weko_shared_id": -1}