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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

THE INFLUENCE OF ELECTRONIC WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION ON RESTAURANTS IN YANGON (Khine Zar Thwe, 2019)

http://hdl.handle.net/20.500.12678/0000001301
http://hdl.handle.net/20.500.12678/0000001301
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3ad1e9a5-126b-4ce8-8ba8-4fc617264eef
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Khine Khine Zar Thwe (MBA - 82).pdf (640 Kb)
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Title
Title THE INFLUENCE OF ELECTRONIC WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION ON RESTAURANTS IN YANGON (Khine Zar Thwe, 2019)
Language en
Publication date 2019-12-01
Authors
Khine Zar Thwe
Description
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.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon Universtiyf of Economics
Dr. Yan Yan Myo Naing
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