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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.

"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."

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.