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This Author published in this journals
All Journal Shirkah: Journal of Economics and Business The South East Asian Journal of Management
Tun, Phyo Min
Unknown Affiliation
Economics, Econometrics & Finance

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Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites Tun, Phyo Min
Shirkah: Journal of Economics and Business Vol 6, No 2 (2021)
Publisher : IAIN Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (740.016 KB) | DOI: 10.22515/shirkah.v6i2.416

Abstract

The present study aims to discover the relationship among social influence, verbal influence, easiness, trust, enjoyment, and intention to purchase in social commerce (S-Commerce), particularly by female users of social networking sites (SNS). A total of 280 responses were collected from female SNS users through an online survey. The obtained data were further examined for normality, construct validity, reliability, and model fit, using Structural Equation Modeling (SEM) to test the hypotheses. This study confirmed that social influence had a significant effect on verbal influence and trust; meanwhile enjoyment was influenced by trust and easiness. The results also revealed that trust and enjoyment had a positive effect on intention to purchase products or services from social commerce by the female SNS users. Moreover, verbal influence provided an impact on trust and easiness; while the relationship between social influence and enjoyment, easiness, and trust was not significant. These results contribute to offering fruitful insights for sellers and vendors of social commerce in attracting and acquiring the attention of female customers; as a result, it leads to achieving higher profits and flourishing business activities in social commerce.
Building A Theoretical Research Model for Trust Development: The Case of Mobile Financial Services in Myanmar Tun, Phyo Min
The South East Asian Journal of Management Vol. 14, No. 2
Publisher : UI Scholars Hub

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Abstract

Research Aims - This research study focuses on the factors affecting customer trust in mobile financial services (MFS) in Myanmar by developing a research model that incorporates six different factors: perceived usefulness, perceived ease of use, social pressure, enabling conditions, service quality, and satisfaction. Design/Methodology/Approach - Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were employed to analyse the data. Subsequently, Structural Equation Modeling (SEM) was utilised to examine hypotheses. An analysis was performed on the survey data collected from 250 mobile phone users who are likely to use or currently using MFS in Myanmar. Research Findings - The results indicate that trust in MFS is significantly influenced by enabling conditions, service quality and satisfaction. The study also found that perceived usefulness, perceived ease of use and social pressure have statistically insignificant effects on trust-building in the MFS context. Theoretical Contribution/Originality - A finalised trust-development theoretical research model was formulated and proposed for utilisation in the investigation of customers’ trust in future research within a similar context. Managerial Implication in the South East Asian Context - The findings of this study are beneficial and valuable for Mobile Financial Services Providers (MFSP) in the ASEAN countries, enabling them to create suitable marketing strategies, business approaches and service infrastructures regarding their customers, thereby developing customer trust. Research Limitations and Implications - The conclusion is limited to the mobile financial services sector in Myanmar, and the opinions of non-adopters and rejectors are excluded.
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