| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 107 === Development of online shopping business has risen sharply with the growth of the internet usage in the last decades. In Mongolia, E-commerce developed since recently but not enough.It shows that there are some influences could impact on Mongolian consumers’ attitude and their purchasing intention. The purpose of this study was to investigate Mongolian consumer behavior of online shopping, as well as the factors influencing on their attitude toward online shopping and their effect on their intention toward online shopping. Also this research is to develop an understanding of the factors influencing the online shopping by the consumers’. This is done by exploring the factors that encourage consumers’ to shop online through analysis of such advantages as brand equity, celebrity endorsement and perceived risk. In particular, we examine whether there are moderating effect of gender on online shopping attitude in Mongolia. This study used an online survey with 163 respondents. Sample of this study included airline booking sites consumers’ of Mongolian. Relationship between the factors are tested using SPSS 22 statistical tools and Smart PLS3M. The results of this study found that consumer brand equity, celebrity endorsement and perceived risk are important determining factors influencing online shopping attitude. Also the findings shown that consumer brand equity, celebrity endorsement had positive impact on consumer shopping attitude, and perceived risk had a negative impact on consumer online shopping attitude. Moreover, the results of this study indicate that there are little bit differences between female and male regarding the consumer attitude and purchase intention of e-commerce. The results of this study supported all hypotheses.
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