Papers by Dr. Phyo Min Tun
Human Behavior, Development and Society, 2024
E-learning has become the new normal learning method in the post-pandemic period around the globe... more E-learning has become the new normal learning method in the post-pandemic period around the globe, including Myanmar. The present study aimed to examine the satisfaction of Myanmar university students with the new normal learning method. The study utilized an inductive quantitative approach, and structural equation modeling (SEM) was employed to analyze the data. Data was collected from 262 Myanmar students who were studying locally and abroad. The results of the study indicated that e-learning trust was more critical than e-learning effectiveness (p < .001), while e-learning system quality was insignificant for e-learning satisfaction. In addition, e-learning trust and effectiveness were mediating variables between e-learning system quality and e-learning satisfaction. This study delivers valuable insights for educators and university facilitators to enhance students' satisfaction with new normal learning methods.
Shirkah: Journal of Economics and Business, 2021
The present study aims to discover the relationship among social influence, verbal influence, eas... more 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. Th...
Thailand and The World Economy, 2024
This paper aims to examine the roles of system and social perspectives for trust building in the ... more This paper aims to examine the roles of system and social perspectives for trust building in the mobile banking context and the moderating effects of demographic groups on direct effects on trust. The study investigates system perspectives (system quality and system usefulness), social perspectives (social influence and word-of-mouth), and moderators (gender, age, and education) as an exploratory study. This study employed deductive reasoning quantitative research approach by using 294 datasets. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to calculate the factors' validity and reliability. The Structural Equation Modeling (SEM) technique was employed to estimate direct effects, indirect effects, and moderator effects. The findings reveal that system quality, system usefulness, and word-of-mouth affect trust, while social influence has an insignificant effect on trust. Besides, system quality has a significant effect on system usefulness, and social influence has a significant effect on word-of-mouth, respectively. Also, education level is significantly moderating the direct effect of word-of-mouth and trust. This research extends the understanding of the system and social perspectives that influence trust and might be a barrier to mobile banking adoption in Myanmar. Also, the findings of this research will assist private banks in recognizing the behavior patterns of customers so that they can create a proper system-social strategy to boost the confidence of customers about mobile banking and fulfill the knowledge gap regarding system and social aspects.
International Journal of Management Studies, 2023
This paper aims to study the factors affecting the intention to use a mobile wallet of the privat... more This paper aims to study the factors affecting the intention to use a mobile wallet of the private bank in Myanmar based on the bank and customer factors. The consequences of service quality and bank reputation among the bank customers were examined in this study. The investigation of the role of word-of-mouth of the mobile wallet adoption is another objective of the study. The research hypotheses were examined using the Structural Equation Modeling (SEM) technique from data collected from 250 customers of Kanbawza (KBZ) Bank.The analysis results indicated that the word-of-mouth was found to be the major factor affecting the intention to use the mobile wallet of the private bank, followed by trust. The study also confirmed that service quality is an antecedent of bank reputation, trust and word-of-mouth. The bank reputation has a positive significant effect on the word-of-mouth, however, there is no significant impact on trust. Marketing managers and business development managers of private banks should pay more attention to improve the service quality to develop the bank reputation, trust and positive word-of-mouth which will lead to acquiring more mobile wallet users.
The South East Asian Journal of Management, 2022
Research Aims: This study explores the antecedents of customers’ behavioural intention to purchas... more 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.
Vol.15 No.5, 2022
This paper attempts to construct a theoretical model for amending the impairment of bank reputati... more This paper attempts to construct a theoretical model for amending the impairment of bank reputation and extend the knowledge for policymakers and managers of private banks regarding the essential factors to consider in building a more substantial bank reputation, particularly during the irregular period in banking sector. The quantitative research approach was employed, and randomly selected 350 private bank customers participated in this study. The questionnaire items were analyzed using partially exploratory factor analysis (EFA) and partially confirmatory factor analysis (CFA). The hypotheses were estimated and examined using the structural equation modeling (SEM) technique. According to the results, structural assurance (β=0.738, p<0.001) and financial assurance (β=0.367, p<0.001) had a significant positive effect on service quality. Moreover, service quality positively affected perceived value (β=0.520, p<0.001), communal influence (β=0.765, p<0.001), and bank reputation (β=0.592, p<0.001). Further, perceived value (β=0.284, p<0.05) and communal influence (β=0.122, p<0.05) with regard to private banks all evidenced a positive direct effect on bank reputation. Therefore, this study statically confirmed the roles of structural and financial assurance in improving service quality and service quality outcomes (perceived value and communal influence), leading to a more incredible bank reputation.
Journal of Accounting and Strategic Finance, 2021
This study attempts to follow the research direction and fill the research gaps of previous studi... more This study attempts to follow the research direction and fill the research gaps of previous studies, most notably 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 recommendation, and different perspectives of trust in namely: trust in bank and trust in MB, 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 to obtaining positive recommendations and acquiring trust in the bank, it is an insignificant factor for 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 bank managers to develop appropriate strategies regarding MB services in the private banking sector in Myanmar.
Thailand and The World Economy, 2021
This paper attempts to identify essential factors for developing private bank trust, especially i... more This paper attempts to identify essential factors for developing private bank trust, especially in Myanmar. In this study, the research model is based on two concepts, customers' experience (service quality, customer satisfaction, bank reputation) and social behavior (social pressure, positive recommendation, traditional indifference). A quantitative research approach is used and a total of 308 customers of private banks in Myanmar participated in this research. Partially exploratory factor analysis (EFA), partially confirmatory factor analysis (CFA), and structural equation modeling (SEM) techniques are employed to analyze the collected data and formulate the results. The findings indicated that service quality is a crucial antecedent and has positive direct effects on social pressure, customer satisfaction, bank reputation, and bank trust. The results also confirmed that bank trust is positively influenced by bank reputation and positive recommendation. Further, traditional indifference has an insignificant direct effect on bank trust and customer satisfaction. An emergence of finalized research model based on the findings and results of this study is one of the contributions for future studies in similar context. In addition, this study extends the knowledge and insight for not only old private banks but also newly established private banks in Myanmar to improve and maintain their customers' trust.
Journal of ASEAN Studies (JAS), 2021
The research attempts to conjecture the prerequisites of perceived qualities of information syste... more The research attempts to conjecture the prerequisites of perceived qualities of information system (IS) such as mobile banking (MB). The quantitative research was conducted and a total of 577 MB users of private commercial banks in Myanmar participated in the research. The results of the hypotheses were formulated by using partly exploratory factor analysis (EFA), partly confirmatory factor analysis (CFA), and structural equation modeling (SEM) techniques. The findings expose that device quality is an independent factor, and an antecedent of user interface design quality and system quality. The research also discloses that user interface design quality is a prerequisite of system quality and information quality. In the research, system quality and information quality are key factors affecting customers' intention to adopt MB. Further, the results confirm that system quality has a statistically significant effect on information quality. However, the effect of device quality on information quality is insignificant. It is expected that the research gives valuable insights for not only bank managers but also software engineers who are going to develop MB systems.
Shirkah Journal of Economics and Business, 2021
The present study aims to discover the relationship among social influence, verbal influence, eas... more 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.
Proceedings of the 17th International Conference on Computer Applications (ICCA), 2019
The number of mobile users in Myanmar is rapidly growing since four main mobile operators (MPT, T... more The number of mobile users in Myanmar is rapidly growing since four main mobile operators (MPT, Telenor, Ooredoo, MyTel) launched distributing SIM card in lowest rate compare to past a few years ago. With the reforming of national economic policy, private banks sectors are growing and expending its services including mobile banking (MB). There is lack of research studies regarding MB service in Myanmar due to there is no maturity in MB context. Therefore, a conceptual framework will be proposed to investigates risks, net benefits, customer satisfaction and quality of MB service such as system quality, information quality and service quality are the factors influence on users intention to use MB. Trust factor is also considered as necessary factor to determine the intention to use MB service.
AU-GSB E-Journal, 2012
A social networking website is a social structure build-up of individuals or organizations called... more A social networking website is a social structure build-up of individuals or organizations called "nodes", which are connected by one or more specific types of mutuality, such as friendship, common interest, financial exchange, dislike relationships of beliefs, knowledge, prestige and information. This article focuses on social networking websites and their impact on business. It aims to identify opportunities and ways to be effective as promoters of businesses to internet users all over the world, 24 hours and 7 days, creating unlimited possibilities for advertising potential. This article reviews the best social networking websites currently used as well as examples of ways in which business can use these types of websites to expand their target markets. This article also gives insight about the threats and challenges associated with social networking websites, as well as things for businesses to watch out for if they determine to use these types of websites. Social networking websites will continue to shape the ways in which businesses collaborate and communicate, both inside and outside of enterprise.
The South East Asian Journal of Management, 2020
This research study focuses on the factors affecting customer trust in mobile financial services ... more 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. 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. 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. 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. 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. The conclusion is limited to the mobile financial services sector in Myanmar, and the opinions of non-adopters and rejectors are excluded.
ASEAN Journal of Management & Innovation, 2014
With over a billion mobile devices in use worldwide and nearly half a billion mobile applications... more With over a billion mobile devices in use worldwide and nearly half a billion mobile applications on offer, software developers must make choices between developing one or more versions of native, hybrid or mobile web applications. This paper compares development approaches across these three options and compiles a set of criteria on platforms and devices that can be used in critical development decisions. Key issues for each application development approach are discussed, and a comparative analysis highlights the advantages and disadvantages of each approach.
The Asian Journal of Technology Management, 2020
Mobile wallet is becoming an innovative financial product in the globe and is well expanding quic... more Mobile wallet is becoming an innovative financial product in the globe and is well expanding quickly into developing countries. This empirical study proposes a comprehensive research model in an amalgamated way consisting of beliefs, social, quality, and trust aspects, to fill up the gaps of previous research studies in similar contexts. The quantitative research is employed to investigate six factors with behavioral intention to use a mobile wallet. Structural Equation Modeling (SEM) technique was applied to analyze data and formulate the results. Survey data were collected from 234 potential mobile wallet users in Myanmar. The results of the study indicated that trust and perceived usefulness factors are significantly influencing behavior intention to use a mobile wallet in Myanmar. But service quality, user satisfaction, facilitating conditions, and social influence are statistically insignificant. The result of this study can be utilized by user acquisition managers, marketing managers, and business development managers to formulate the strategies and approaches for positioning their mobile wallet among a suitable user base, thereby acquiring more mobile wallet users.
Stamford Journal , 2011
This article is a review of Top Blogging Platforms and aims to find out the reasons that made the... more This article is a review of Top Blogging Platforms and aims to find out the reasons that made them successful blogging platforms and taking the top places among other blogging platforms. There are many competing blogging platforms on the market and a survey of top 2500 blogs by their usage of blogging platforms, the results indicated the design & customization, social media sharing, ease of use, community, cost, installation, functionality, features, e-commerce, languages, publishing method and support of those blogging platforms were positively related to usage. There is also detailed comparison was conducted in their general features and functionalities. The intention of this article is to provide insights for people to choose better blogging platform to make blog.
ASEAN Journal of Management & Innovation, 2020
This research paper aims to identify the key factors influencing the intention to reuse mobile ba... more This research paper aims to identify the key factors influencing the intention to reuse mobile banking (MB) services in Myanmar. It focuses on customers of private banks as their continuous use of MB services has been a critical goal for those banks to achieve. The research model on which this study relies is an integrated model that incorporates six factors, namely, social influence, word-of-mouth (WOM), trust, system quality, user satisfaction, and perceived efficacy, and assesses their degree of influence on customer behavior with regard to MB. This study innovates in that the trio factors of social influence, word-of-mouth, and user satisfaction are used in the MB context for the first time in this context. Structural equation modeling (SEM) was used to analyze the data and test the hypotheses. The analysis of the survey data collected from 275 MB users of private banks in Myanmar indicate that customer intention to reuse mobile banking services is significantly influenced by social influence, user satisfaction and perceived efficacy. The effects of WOM, trust and system quality on reuse of mobile banking, however, were found to be insignificant. These findings are in keeping with the prior literature on these issues.
Books by Dr. Phyo Min Tun
Sar Pay Law Ka, 2024
This book is Burmese translated version of "Same as Ever", one of the best selling books in the w... more This book is Burmese translated version of "Same as Ever", one of the best selling books in the world and the original author of the book is Morgan Housel. This book offers leaders insights into focusing on the timeless elements of human behavior, such as how people perceive risk, respond to change, and are influenced by stories. The book was entitled as "နိယာမ" in Burmese language.
Sar Pay Law Ka, 2023
This book is Burmese translated version of "The Psychology of Money", one of the best selling boo... more This book is Burmese translated version of "The Psychology of Money", one of the best selling books in the world. The original author of the book is Morgan Housel. The book delivers timeless lessons on wealth, greed and happiness with 20 chapters. The book was entitled as "ငွေရှာနည်း စိတ်ပညာ" in Burmese language.
Sar Pay Law Ka, 2022
This book intends to enlighten regarding Ethereum also known as second class Bitcoin which is a p... more This book intends to enlighten regarding Ethereum also known as second class Bitcoin which is a platform to develop decentralized applications (dApp). It leads to several cryptocurrency projects emerging in the crypto market. On the other hand, stablecoins have different features and they are created to use in the global economy with different purposes due to the volatility of the value of cryptocurrencies.
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Papers by Dr. Phyo Min Tun
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.
Books by Dr. Phyo Min Tun
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.