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Abstract:

This study examines consumer behavior toward the use of the Myanmar Quick Response (MMQR) digital payment system in restaurants in Myanmar. The study focuses on how perceived usefulness, payment convenience, ease of use, trust, and security influence consumer behavior toward MMQR usage in restaurant payments. The research used a quantitative approach. Data were collected using a structured questionnaire. Respondents were selected using systematic sampling at the Junction City Mall Food Court during the last week of April 2026. A total of 144 respondents who had experience using MMQR in restaurants participated in the study. The collected data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis with SPSS software. The results show that MMQR is generally well accepted among restaurant customers. Most respondents reported positive experiences and showed willingness to continue using MMQR in the future. Among the factors examined in this study, payment convenience was found to be the strongest factor influencing consumer behavior. Ease of use and security were also found to have significant effects on consumer behavior toward MMQR usage in restaurants. On the other hand, perceived usefulness and trust did not show significant effects on consumer behavior in this study. This suggests that customers are more likely to use MMQR because it is simple, convenient, and easy to use in daily restaurant transactions rather than because they fully understand its benefits or have a high level of trust in the system. Based on these findings, restaurants, banks, and mobile wallet providers should continue improving the convenience and usability of MMQR services. Efforts should also be made to maintain system security and provide a smooth payment experience for users. These improvements may help encourage continued usage and support the growth of digital payments in Myanmar.

Keywords: MMQR, digital payment, restaurant payments, Myanmar, payment convenience, ease of use, consumer usage behavior

Author: KYAW SI KHANT