{"_buckets": {"deposit": "ff6899d7-d479-4ae8-881e-97e22b085c93"}, "_deposit": {"created_by": 20, "id": "8780", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8780"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008780"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Adoption of M-Marketing in Tourism Industry of Myanmar", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "Mobile devices have become increasingly important marketing channel in recent years for all kinds of organization. The study explores consumers’ adoption of m– marketing in the context of Myanmar tourism industry. The key objectives are to identify the factors affecting on m-marketing adoption of customers in tourism industry, to determine the relationship between each of the antecedents and the adoption of m-marketing in tourism industry and to analyze mediating effects of independent and dependent variables. The study proposes a model for the prediction of m-marketing adoption, drawing upon Technology Acceptance Model (TAM) with the inclusion of individual characteristics, perceived risk and trust. The model identifies the structural relationships among the eight constructs (i.e. perceived usefulness, perceived ease of use, innovativeness, involvement, opinion leadership, perceived risk perceived trust and adoption), which were examined through multiple linear regression and path analysis. A sample of 384respondents who had adopted m-marketing in tourism industry. The descriptive results present a profile of m-marketing customer in tourism industry. The results explicitly clarified several key contributions to marketing theory and for the tourism industry. Path analysis revealed\n6\nthat mediating effects of trust, usefulness and risk between ease of use and adoption, the mediating effects of trust and risk between involvement and adoption, the mediating effects of risk between trust and adoption and the mediating effects of usefulness between risk and adoption. The analysis was carried out by regressing the propensity to adopt a dependent variable with the seven independent variables. The results of this study contributes to understanding of how internet facilities can be embraced by tourism industries, and also how these facilities contributes to the development of online tourism for customers in Myanmar."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-03-06"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Khin Thet Htwe(PhD) (2).pdf", "filesize": [{"value": "1.4 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1400000.0, "url": {"url": "https://meral.edu.mm/record/8780/files/Khin Thet Htwe(PhD) (2).pdf"}, "version_id": "42d07569-e33b-478c-a9b8-475db2c5c668"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Soe Thu"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Khin Thet Htwe"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Dissertation"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2018-06-01"}, "item_title": "Adoption of M-Marketing in Tourism Industry of Myanmar", "item_type_id": "21", "owner": "20", "path": ["1582965742757"], "permalink_uri": "https://meral.edu.mm/records/8780", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-03-06"}, "publish_date": "2023-03-06", "publish_status": "0", "recid": "8780", "relation": {}, "relation_version_is_last": true, "title": ["Adoption of M-Marketing in Tourism Industry of Myanmar"], "weko_shared_id": -1}