Analyzing the Determinants of Consumer Buying Behavior on Facebook Marketplace in Myanmar: A Quantitative Approach

Abstract

The advent of social media platforms like Facebook has revolutionized the landscape of marketing and consumer behavior. This study narrows its focus to assess how visual appeal, ease of use, trust, and electronic word of mouth influence consumer buying decisions on Facebook Marketplace in Myanmar. Utilizing a sample size of 384 participants sourced through simple random sampling, data were collected via questionnaires from Facebook users frequenting public and educational spaces in Myanmar. This study utilizes descriptive statistics, Pearson Correlation, and Multiple regression models to assess the relationship between these characteristics and consumer purchasing behaviors. Results indicate a significant and positive correlation between the identified factors and consumer buying behavior, with trust standing out as the most influential factor.