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Determinants of Continuous Purchase Intention in Online IT Product E-commerce Applications: Evidence from Yangon, Myanmar |
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| รหัสดีโอไอ | |
| Creator | Khant Kyaw Htet |
| Title | Determinants of Continuous Purchase Intention in Online IT Product E-commerce Applications: Evidence from Yangon, Myanmar |
| Contributor | Taminee Shinasharkey |
| Publisher | GSBATM-Assumption University Press |
| Publication Year | 2569 |
| Journal Title | International Research E-Journal on Business and Economics |
| Journal Vol. | 9 |
| Journal No. | 2 |
| Page no. | 74-89 |
| Keyword | Continuous Purchase Intention, Customer Satisfaction, Customer Service, Delivery Quality, Payment Security, Product Information, Online IT Product E-commerce, E-commerce Service Quality, Consumer Behavior, Myanmar |
| URL Website | https://assumptionjournal.au.edu/index.php/aumitjournal |
| Website title | International Research E-Journal on Business and Economics (Creative Technology Management) |
| ISSN | 2773-9406 |
| Abstract | This study investigates the factors influencing Continuous Purchase Intention toward online Information Technology (IT) product e-commerce applications among consumers in Yangon, Myanmar. Specifically, the study examines the effects of Customer Service, Price Value, Delivery Quality, Product Information, and Payment Security on Customer Satisfaction and evaluates the influence of Customer Satisfaction on Continuous Purchase Intention. A quantitative research approach was employed, and data were collected from 250 experienced users of online IT product e-commerce applications in Yangon through a structured questionnaire using a five-point Likert scale. The data were analyzed using descriptive statistics, reliability analysis, Multiple Linear Regression, and Simple Linear Regression. The findings reveal that Customer Service, Delivery Quality, Product Information, and Payment Security have significant positive effects on Customer Satisfaction. Delivery Quality emerged as the strongest predictor of Customer Satisfaction, followed by Product Information and Customer Service. In contrast, Price Value exhibited a significant negative relationship with Customer Satisfaction, indicating that consumers remain highly sensitive to pricing issues when purchasing high-value technology products online. Furthermore, Customer Satisfaction was found to have a significant positive effect on Continuous Purchase Intention, explaining a substantial proportion of customers? future purchasing behavior. The results suggest that reliable delivery services, accurate product information, responsive customer support, and secure payment systems are critical factors for enhancing customer satisfaction and fostering long-term customer loyalty. The study contributes to the growing body of e-commerce literature by providing empirical evidence from Myanmar and offers practical implications for e-commerce platform operators seeking to strengthen customer retention in emerging digital markets. |
