Title : Factors Affecting Consumers' Online Buying Behavior during the COVID19 Pandemic: Empirical Study in Co-operative University, Thanlyi

Keywords : online buying behavior, consumers, covid-19 pandemic, second wave, influencing factors, Cooperative University, Thanlyin

Authors : Aye Thone Thone Kyaw

Description : Myanmar has been affected the worldwide COVID-19 pandemic and the second wave, started on 16 August, dramatically increased the number of positive cases compared to the first wave. At that time, the government of Myanmar announced to stay at home, keep social distancing and only allow take-away system for restaurants. Consequently, many businesses have moved online market place using Internet platforms like Facebook have doubling up due to the coronavirus disease. And Yangon region including Thanlyin Township has become a major epicenter in the second wave and deaths have tripled. Accordingly, this research paper focuses on factors affecting consumers' online buying behaviors during the second wave of COVID-19 pandemic in Co-operative University, Thanlyin. The study uses online questionnaire survey method with google form to collect data. The questionnaire is developed in the form of closed-ended questions and five point Likert scale questions. The sample size of the research is 110, that includes academic staffs in TCU(Co-operative University, Thanlyin) and descriptive statistics, reliability statistics and multiple regression statistics and SPSS version 24 is applied for analyzing the data. The data shows that only two out of seven factors (product factor, price factor, timesaving factor, security factor, payment factor, administrative factor and psychological factor) are significantly related to consumers' online buying behavior during the COVI-19 pandemic in Co-operative University, Thanlyin. Therefore, as a suggestion, government and marketers in Myanmar should support online shops for fast delivery time, reasonable price charges, maintain consumers' privacy in transaction safe and secure, ease in e-payment transaction.