Online shopping for electrical appliances in Myanmar: The impact of Social media reviews and quality of service and operation on customer satisfaction and repurchase intention

Authors

  • Thandar Aung International College, Dhurakij Pundit University
  • Sayamol Nongbunnak International College, Dhurakij Pundit University https://orcid.org/0009-0004-4001-2660
  • May Su Myat Htwe Aung DBU International College, Yangon, Myanmar
  • Tin Zan Kyaw DBU International College, Yangon, Myanmar

Keywords:

Customer Satisfaction, Social Media Reviews, Quality of Service and Operation, Repurchase Intention

Abstract

This study explores the factors influencing customer satisfaction and repurchase intention in the context of online shopping among consumers in Myanmar. Using a quantitative approach, it applies multiple regression analysis to test three hypotheses. Data was gathered through structured questionnaires distributed via social media groups, targeting active online shoppers. The respondent group reflects demographic diversity in terms of gender, age, and employment status, with a majority of female participants aged 26–35, including self-employed individuals, students, and salaried workers. Findings indicate a three-monthly shopping pattern, predominantly purchased through Facebook, with rice cookers, air conditioners, and refrigerators being the most recently purchased appliances. The analysis reveals that product reviews and customer reviews significantly influence customer satisfaction. Likewise, responsiveness, reliability, and delivery condition within the quality of service and operation variable show a strong positive effect. Regression results confirm that customer satisfaction is a critical driver of repurchase behavior. These insights offer actionable recommendations for retailers and policymakers to strengthen digital engagement, improve service delivery, and build consumer trust.

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Published

2026-09-14

How to Cite

Aung, T., Nongbunnak, S., Aung, M. S. M. H., & Kyaw, T. Z. (2026). Online shopping for electrical appliances in Myanmar: The impact of Social media reviews and quality of service and operation on customer satisfaction and repurchase intention. SUTHIPARITHAT JOURNAL, 40(3), 1–18. retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/283858

Issue

Vol. 40 No. 3 (2026): July-September

Section

Research Articles

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