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This Author published in this journals
All Journal Shirkah: Journal of Economics and Business JASF (Journal of Accounting and Strategic Finance) The South East Asian Journal of Management
Tun, Phyo Min
Unknown Affiliation
Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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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.
What is the Role of T.E.A Concept Between Positive Recommendation and Behavioural Intention to Purchase in Social Media? Tun, Phyo Min
The South East Asian Journal of Management Vol. 16, No. 2
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study explores the antecedents of customers’ behavioural intention to purchase on the social media platform. In addition, the T.E.A concept, the group of consequences of positive recommendation (PR), is developed by amalgamating trust (T), easiness (E), and amusement (A). Design/Methodology/Approach: The data was collected from 260 random social media users from Myanmar. Both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to examine the observed variables, and structural equation modelling (SEM) techniques were used to estimate the hypotheses in AMOS software. Research Findings: The results disclose that the T.E.A concept is fully mediating between positive recommendation and customers’ purchase intention. Theoretical Contribution/Originality: This study gives clear direction for future research studies, notably, in the online shopping context by providing the T.E.A concept. Managerial Implication in the South East Asian Context: The retailers on social media develop effective marketing strategies based on T.E.A concept to attract more customers, especially from South East Asian countries. Research Limitations & Implications: The vivid limitation of this study is focusing on only the positive recommendation as an antecedent of the T.E.A concept and the findings of this study implicate both theoretically and practically the future research studies about customers’ behaviour in the online shopping context.
The Effects of Service Quality and Positive Recommendation on Trust Building in Mobile Banking Adoption Among the Customers of Private Banks in Myanmar Tun, Phyo Min
JASF: Journal of Accounting and Strategic Finance Vol. 4 No. 2 (2021): JASF (Journal of Accounting and Strategic Finance) - November 2021
Publisher : Accounting Department, Faculty of Economics and Business, Universitas Pembangunan Nasional Veteran Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/jasf.v4i2.192

Abstract

This study attempts to follow the research direction and fill the research gaps of previous studies, most notably the mobile financial service landscape, specifically mobile banking (MB) services of private banks in Myanmar. The proposed research model in this study emphasizes service quality, positive recommendations, and different perspectives of trust namely: trust in banks and trust in MB, and evaluated their extent of influence on customers of private banks to adopt MB. The data was collected from 310 customers of private banks in Myanmar. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) were employed to analyze the data and investigate the hypotheses. The analysis results indicate that customer intention to adopt MB is significantly influenced by trust in MB however trust in the bank was found to be statistically insignificant. The positive recommendation plays a critical role in the improvements of trust in the bank and MB according to the research results. Although service quality is a key factor in obtaining positive recommendations and acquiring trust in the bank, it is an insignificant factor in building trust in MB. Further, trust in the bank has a significant effect on trust in MB. These findings are highly beneficial for future research studies in a similar context and for bank managers to develop appropriate strategies regarding MB services in the private banking sector in Myanmar.
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