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All Journal Asean International Journal of Business Logistic and Operation Management Research Adpebi International Journal of Multidisciplinary Sciences
Htet, Atar Thaung
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Religion Agriculture, Biological Sciences & Forestry Automotive Engineering Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Website Quality, Store Image and Customer Satisfaction of E-Commerce in Myanmar Htet, Atar Thaung
Asean International Journal of Business Vol. 4 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijb.v4i1.1161

Abstract

This study intends to analyze the effect of website quality and store image on customer satisfaction with e-commerce in Myanmar. Methodology The convivence sampling method was applied in this study. The 175 participants involved in this research process.The majority of the participants live in Yangon city which largest commercial city in Myanmar. The survey method is a major research strategy for this study, with a well-designed, structured questi onnaire. The descriptive statistics, Pearson correlation test and multiple linear regression test used for analysis the collected data. Findings – The major findings of this study are that system quality, service quality, and store image have a positive and significant effect on customer satisfaction. Novelty/value – Based on this finding, some suggestions were made for the practical and academic fields. The web creators and marketers should align the tech factors and non tech factors in order to create the more quality e-commerce sites in Myanmar market which are infant industry for e-business. The origin of this research is store image, which is considered another antecedent factor for determining the success of the information system (IS) model (customer satisfaction).
Exploring the Nexus Between Country of Origin and Purchase Intentions towards Korea Cosmetics : Evidence from Myanmar’s Market Htet, Atar Thaung
Adpebi International Journal of Multidisciplinary Sciences Vol. 4 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijms.v4i1.1160

Abstract

As the firms reach on global stage to penetrate and grasp global market, country-of-origin (COO) is popular concept for this phoneman. Thus, this study tries to explore country-of-origin (COO) and examine the effect of COO on purchase intentions of Korea cosmetic in Myanmar.The specific objectives of this study are- to explore the consumers’ perceptions on country-of – origin dimensions in Myanmar cosmetic market, to examine the users’ intentions to purchase on Korea cosmetic in Myanmar and to analyze the effect of country of origin on purchase intention of Korea cosmetics in Myanmar.The required 193 respondents were selected by convivence sampling techniques in this study. The descriptive statistics and multiple linear regression analysis used in this study in order to analyze the collected data. Quality & technology excellence, product superiority and trust, product class and knowledge and xocentrism were major dimensions of country of origin in this study. This study found that all of this country-of-origin dimensions except product class & knowledge have positively significant effect on purchase intentions of Korea cosmetics in Myanmar. Therefore, this study made some practical recommendation for market practioners in Myanmar how to focus on each dimension of country-of-origin produced the effective marketing strategies and suggested the comprehensive frameworks for other emerging markets in south east Asia regions for academic world.
Barriers to Export for Export Firms in Myanmar After 2021: Evidence from Firm-Level Analysis Htet, Atar Thaung; Lin, Htin Kyaw
Logistic and Operation Management Research (LOMR) Vol. 4 No. 2 (2025): Logistic and Operation Management Research (LOMR)
Publisher : Research Synergy Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/lomr.v4i2.3809

Abstract

This study intends to analyze the effect of export barriers on the export performance of export firms in Myanmar after the 2021 military coup. There are two specific objectives for this study. The first one is to analyze the effect of internal barriers on export performance, and the second one is to examine the effect of external barriers on export performance. This study used primary and secondary data to achieve the research objectives. The primary data was obtained by the survey method. The 130 respondents who are owners and senior/mid-level managers of 70 exporting firms participated in this research. A stage sampling method was applied for primary data. The World Bank data site provides the secondary data for this study. This research extracted the data from 2011 to 2023 as the basic time frame for the study period. The descriptive statistical analysis and multiple linear regression analysis method were applied as major data analysis techniques in this study. The research found that informational barriers and functional barriers have a significant effect on the export performance of export firms in Myanmar on the internal barriers side. On the other hand, macro factor barriers and procedural barriers have positively positive effect on export performance. The study suggested that policymakers of Myanmar should align the macroeconomic policies by reflecting the real trade situation. At the firm level, individual firms should emphasize their export strategies that are relevant in the regional and the rest of the world. Moreover, the study suggests to the academic world for further exploration in the research field of export barriers and export performance in the context of developing countries.
Co-Authors Lin, Htin Kyaw