Procedia of Multidisciplinary Research

REGULATING ONLINE PLATFORMS IN MYANMAR- OBLIGATIONS, IMMUNITIES, AND LEGAL REFORM

Nang Myint Myat YADANAR — 2026-07-01

This thesis examines the legal frameworks governing the regulation of online platforms in Myanmar, Indonesia, and the European Union, with particular emphasis on platform obligations, intermediary immunities, and liability for trademark infringement in digital marketplaces. The research aims to identify gaps in Myanmar’s current regulatory framework, analyze comparative legal approaches adopted in Indonesia and the European Union, and propose targeted legal reforms for Myanmar. The study focuses on written laws, regulatory instruments, and judicial decisions relating to intermediary liability and online platform regulation. Employing a comparative legal methodology, the research analyzes primary legal sources through the two-pillar framework of Notice-and-Takedown obligations and Safe Harbor immunity, examining how each jurisdiction balances regulatory obligations imposed on online platforms with conditional immunity from liability. The comparative analysis demonstrates that Myanmar’s current approach imposes takedown obligations on online platforms without providing corresponding safe harbor protections, thereby exposing compliant platforms to significant legal uncertainty and liability risks. Accordingly, the thesis argues for comprehensive legal reform to establish a more balanced and coherent framework for online platform regulation in Myanmar.

Keywords: E-commerce Platforms, Trademark Infringement, Intermediary Liability, Safe Harbor, Notice-and-Takedown, Myanmar, Indonesia, European Union, Digital Services Act

COGNITIVE DESIGN MECHANISM OF INTANGIBLE CULTURAL HERITAGE CONSUMPTION: AN EMPIRICAL STUDY OF SHANXI STILTED BEAST MASK CULTURAL PRODUCTS

Xuhua ZHU — 2026-07-01

The commercialization of intangible cultural heritage (ICH) requires not only aesthetic transformation but also psychological activation mechanisms. This study investigates the cognitive - design transmission mechanism underlying consumer purchase intention toward Shanxi Stilted Beast Mask cultural products. A design - based mixed-method approach was employed, combining prototype reconstruction and quantitative survey analysis. First, representative beast-mask prototypes were reconstructed through symbolic extraction, geometric simplification, and contemporary visual translation. Second, a questionnaire survey involving 400 respondents was conducted to empirically examine the relationships among ICH cognition, cultural identity, perceived value, and purchase intention. Reliability and validity tests indicated satisfactory measurement quality (Cronbach’s Alpha > 0.80; KMO > 0.85; Bartlett’s Test, p < .001). Regression analysis revealed that ICH cognition significantly predicted cultural identity (β = .64, p < .001), cultural identity significantly influenced perceived value (β = .58, p < .001), and perceived value strongly predicted purchase intention (β = .72, p < .001). Mediation analysis further confirmed that cultural identity and perceived value jointly mediated the relationship between cognition and purchase intention, accounting for 62% of the total effect. The study proposes a Cognitive - Design Transmission Model that explains how visual reconstruction of cultural symbols can activate consumer cognition, strengthen cultural identity, enhance perceived value, and ultimately promote purchase intention. The findings provide both theoretical support and practical guidance for the sustainable transformation of intangible cultural heritage into contemporary cultural and creative products.

Keywords: Intangible Cultural Heritage, Stilted Beast Masks, Cultural Identity, Perceived Value, Purchase Intention, Cultural and Creative Design

INTEGRATING LOCAL CULTURE AND DIGITAL TECHNOLOGY INTO BRAND VISUAL DESIGN: A FRAMEWORK FOR PUTIAN FOOTWEAR AND APPAREL BRANDS

Jiamin YU — 2026-07-01

With the deep integration of digital technology and cultural consumption, Putian’s footwear and apparel industry, a global manufacturing hub with an annual output value of 140 billion yuan, faces a critical transition from OEM dependence to independent branding. This study explores the business model innovation of brand visual design for Putian’s footwear and apparel brands in the digital era, focusing on cultural value transformation and consumer cognitive mechanisms. Adopting a mixed-methods approach, including semi-structured interviews with 10 key informants (five industry practitioners and five experts in branding and cultural heritage), questionnaires (n=400), and field observations, the research identifies core challenges such as homogenized visual identity, weak cultural integration, and inadequate digital adaptation. Findings indicate that design-driven business models integrating local cultural elements (e.g., Mazu culture, Puxian opera) with digital tools (AR try-ons, AI design) significantly enhance brand recognition (M=4.87, SD=1.23) and purchase intention (M=4.62, SD=1.31) among Generation Z consumers. A VIS toolkit and strategic guidelines are proposed to support sustainable brand development. This study provides actionable insights for traditional manufacturing clusters pursuing digital and cultural transformation.

Keywords: Brand Visual Design, Business Model, Digital Transformation, Footwear and Apparel Industry, Cultural Integration