MERAL Myanmar Education Research and Learning Portal
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A Study on Online Book Purchase Behavior in Myanmar (Yadanar Linn Oo, 2022)
https://meral.edu.mm/records/8276
https://meral.edu.mm/records/8276d0f8fa7a-aa78-440c-abf8-5612fcfc1957
a020feb9-9d7d-4336-ba2c-6c7119579b90
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Title | ||||||
Title | A Study on Online Book Purchase Behavior in Myanmar (Yadanar Linn Oo, 2022) | |||||
Language | en | |||||
Publication date | 2022-03-01 | |||||
Authors | ||||||
Yadanar Linn Oo | ||||||
Description | ||||||
The main objectives of this study are to examine the factors influencing consumer attitude towards online book purchases and to analyze the effect of consumer attitude on online book purchase behavior. For the primary data, threehundred and eighty-five readers are interviewed with structured questionnaire with 5- point Linkert Scale. Secondary data is extracted from relevant text books, international research paper and previous paper, available literatures, journals and internet web search. Based on the results, among five influencing factors, trust has highly significant effect on consumer attitude towards reading books. Then convenience of ordering has positively significant effect on consumer attitude towards advertisement and perceived benefits and convenience of ordering have significantly influenced on consumer attitude towards online purchase behavior. Finally, all of the consumer attitudes have positively significant effect on online book purchase behavior. Therefore, publishing houses should focus on trust, convenience of ordering and perceived benefits in order to create favorable consumer attitudes and promote the consumers’ intention to purchase books from online. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Nu Nu Lwin |