臺灣博碩士論文加值系統

ABSTRACT
In recent years, number of consumers to purchase online shopping has been sharpened due to the rapid development of internet and e-world. In Mongolia, number of companies, entrepreneurs and individuals who run their business in a trending way of e-commerce and e-business, has been also increased and it seems that the number will be accelerated in future even though this market is only in its initial stage of development. It would be useful for marketing strategy of companies and entrepreneurs to realize consumers’ behavior and attitudes toward online business and stores.
This research aims to (1) determine key factors that influence Mongolian consumers’ attitudes and behavior toward online shopping, (2) find out correlations between demographic factors and the key factors; and (3) provide a list of suggestions to improve the efficiency and productivity of Mongolian online retailers. Based on theoretical framework of TAM and TPB models, the research model is constructed with moderating effects of tangible facility and innovativeness. The questionnaire to find out Mongolian consumers’ attitude toward online shopping was elaborated and total of 266 responses were successfully received through social media (facebook.com) and personal e-mails. Data analysis and its result are analyzed and discussed.

TABLE OF CONTENTS
ACKNOWLEDGMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF FIGURES V
LIST OF TABLES VI
CHAPTER ONE: INTRODUCTION 1
1.1 E-COMMERCE AROUND THE WORLD 1
1.2 MONGOLIAN SCENARIO 2
1.3 STATEMENT OF THE PROBLEM 4
1.4 MOTIVATION AND CONTRIBUTION 5
1.5 RESEARCH QUESTION 6
1.6 PURPOSE 6
1.7 THE STRUCTURE OF THE STUDY 7
1.8 RESEARCH FLOW 8
CHAPTER TWO: INDUSTRY OVERVIEW AND LITERATURE REVIEW 9
2.1 CURRENT STATUS OF E-COMMERCE AND ONLINE SHOPPING 9
2.1.1 Global E-commerce 9
2.1.2 Online shopping in the world 11
2.2 MONGOLIAN E-COMMERCE INDUSTRY 13
2.2.1 Current status and prospects of e-commerce 13
2.2.2 Internet usage in Mongolia 13
2.3 ELECTRONIC COMMERCE- ONLINE SHOPS IN MONGOLIA 16
2.4 THEORETICAL FRAMEWORK 22
2.4.1 Technology acceptance model (TAM) 22
2.4.2 TPB (Theory of planned behavior) 25
2.4.3 User Innovativeness 29
2.4.4 Tangible facility 31
2.4.5 Consumer Demographics 32
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY 33
3.1 RESEARCH DESIGN 33
3.1.1 Research Framework 33
3.1.2 Questionnaire construction 36
3.1.3 Questionnaire design 36
3.1.4 Data collection procedure 36
3.2 ANALYSIS PROCEDURE AND METHODOLOGY 37
3.2.1 Descriptive statistical analysis 37
3.2.2 Reliability analysis 37
3.2.3 T-test analysis 38
3.2.4 One-way analysis of variance (ANOVA) 38
3.2.5 Regression analysis 38
CHAPTER FOUR: DATA ANALYSIS AND RESULTS 40
4.1 DATA COLLECTION 40
4.2 DATA ANALYSIS 40
4.2.1 Characteristics of Respondents 40
4.2.2 Reliability analysis 44
4.2.3 Perceived level of each dimension 45
4.2.4 Difference analysis between Gender among variables 48
4.2.5 Difference analysis using ANOVA 48
4.2.6 Regression analysis and Hypotheses result 51
4.3 SUMMARY OF DATA ANALYSIS AND TEST OF HYPOTHESES 60
CHAPTER FIVE: CONCLUSION AND RECOMMENDATIONS 62
5.1 FINDINGS AND DISCUSSION 62
5.2 RECOMMENDATIONS 64
5.3 LIMITATIONS AND FURTHER RESEARCH 65
REFERENCES 66
APPENDICES 75
A. QUESTIONNAIRE IN ENGLISH 75
B. QUESTIONNAIRE IN MONGOLIAN LANGUAGE 79
C. TABLE OF INDEPENDENT T-TEST ANALYSIS 83
D. TABLE OF ANOVA ANALYSIS 85



LIST OF FIGURES
Figure 1.1 Research flow 8
Figure 2.1 B2C ecommerce sales share worldwide, by region, 2011-2016 10
Figure 2.2 Top five countries, ranked by B2C Ecommerce sales, 2011-2013 11
Figure 2.3 Ranking in the world as of December 2014 (Internet index of Mongolia) 15
Figure 2.4 Technology Acceptance Model (TAM) by (Davis 1989, Bagozzi and Warshaw 1992) 23
Figure 2.5 Schematic diagram of theory of planned behavior by Ajzen, I. (1991) 26
Figure 3.1 Research conceptual model 34
Figure 3.2 Research framework 35
Figure 4.1 Frequency of the online shopping experience for last six months 42
Figure 4.2 Types of products purchased from online shopping for last six months 43
Figure 4.3 Frequency of internet usage for shopping 44
Figure 4.4 Effect of Perceived ease of use on Perceived usefulness 52
Figure 4.5 Simultaneous effects of PEOU and PE on Attitude towards online shopping 54
Figure 4.6 Simultaneous effect of Attitude toward online shopping, Subjective norm and Perceived behavioral control on consumers’ Intention to shop online 56
Figure 4.7 Moderating effect of innovativeness on relationships among simultaneous influences of AT, SN and PB on intention 57
Figure 4.8 Effect of Intention to shop online on Online purchasing behavior 58
Figure 4.9 Moderating effect of Tangible facility on relationship between Intention and Online purchasing behavior 59





LIST OF TABLES
Table 2.1 Internet Development in Mongolia 13
Table 2.2Increase in internet users in Mongolia 14
Table 2.3 Internet Usage and Population Statistics in Mongolia 14
Table 2.4 Asia Internet use, population data 16
Table 2.5 A list of websites accessed by the participants of the study 18
Table 2.6 Comparative study of active online shops in Mongolia (2011) 20
Table 3.1 The Common rule of Cronbach's alpha (α) 38
Table 4.1 Characteristics of Respondents (N=266) 41
Table 4.2 Result of reliability statistics 44
Table 4.3 Result of reliability analysis 45
Table 4.4 Perceived level of each dimension 46
Table 4.5 Difference analysis between different groups of income level 49
Table 4.6 Multiple comparisons of online purchasing behavior for income level 50
Table 4.7 Difference analysis between different groups of education level 50
Table 4.8 Multiple comparisons of innovativeness and online purchasing behavior for educational level 51
Table 4.9 Effect of perceived ease of use on perceived usefulness 52
Table 4.10 Effects of PEOU and PE on AT 53
Table 4.11 Effect of AT, SN and PBC and moderating effect of Innovativeness on Intention 55
Table 4.12 Effect of intention to shop online and moderating effect of Innovativeness on Online purchasing behavior 58
Table 4.13 Summary of test of hypotheses 60

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