臺灣博碩士論文加值系統

過去五年來，使用社群媒體的消費者在蒙古迅速增加，至2018年超過2,105,000位使用者，其中約有百分之九十五的消費者年齡約介在18-35歲之間。Y世代被定義為一群數位原生代，透過取得資訊來幫助他們減少購買決策的壓力。因此本研究希望探討社群媒體對蒙古Y世代年輕人購買行動裝置購買意願的影響因素，年齡介在18-35歲之間。根據文獻探討，社群媒體所傳遞產品的口碑，會影響消費者的購買意願。根據Flynn，Goldsmith和Eastman（1996）的觀點，當消費者做出購買決定時，他們會從其他人那裡尋找資訊和建議。 Bae和Lee（2011）則提到消費者會採用線上評論，來減少網上購物負面影響的感知風險，間接影響他們對某種產品的態度與最終的購買決策。 Keller（2009）和Bian and Moutinho（2011）則提出，品牌形像是品牌資產的一個重要元素，是消費者對品牌的感知和感受，並對購買意願產生影響。因此，本研究以網路口碑，網路評價與品牌形象作為本研究的自變量，購買意願為因變量。透過網路問卷調查收集272份樣本，並以迴歸分析探討變數之間的相關性，結果顯示，網路口碑，網路評價與品牌形象對購買意願有顯著的正面影響。

During the last five years, social media consumers rapidly increasing in Mongolia. The social media consumers of Mongolia reached to over 2,105,000 in 2018. An approximately 95% of users connected by the mobile device and the during last three years of majority user’s in Facebook is amongst Generation Y between 18-35 ages. The aim of the paper is to investigate social media factors influence on purchase intention of the mobile device through to the working generation Y in Mongolia. The target population is most of the youngest generation of the country described the age between 18-35. Generation Y is defined as a cohort of digital natives and have access to information to help them reduce the purchasing decision stress. Based on the paper, we recognize the gathered information that indicates consumer engagement will affect e-WOM, which may impact consumer purchase intentions. According to Flynn, Goldsmith, & Eastman (1996), when consumers are making a purchase decision, some of them are more likely to search for information and advice from others because they had a high level of opinion seeking behavior. Bae and Lee (2011) mentioned that online reviews are adopted by consumers in the light of reducing the perceived risk of negative effects of online shopping. This can influence their attitude towards a certain product and ultimately their purchasing decision. Keller (2009) and Bian and Moutinho (2011) found that brand image is an important element of brand equity which refers to the consumer’s general perception and feeling about a brand and has an impact on purchase intention. Thus, electronic word of mouth, online engagement, and brand image are the independent variable and purchase intention is the dependent variable in this study. To identify which factors have more impact amongst purchase intention of mobile device amongst working generation ‘’Y’’ in Mongolia. This paper relies on a quantitative analysis collected by an online survey. The result of the paper analyzed by SPSS 22. A regression model procedure applied to test the relationship between independent and dependent variables. The research model tested using a sample of 272 people who are Mongolian Working Generation Y consumers and are regular social network users. The result of the this study found that e-WOM, online engagement and brand image have a significant positive impact on purchase intention.

ABSTRACT(ENGLISH) I
ABSTRACT(CHINESE) II
ACKNOWLEDGEMENT III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER 1 INTRODUCTION 1
1.1 Background of the study 1
1.2 Problem statement 2
1.3 Purpose of the study 4
1.4 Significance of the study 5
1.5 Scope of the study 5
CHAPTER 2 LITERATURE REVIEW 7
2.1. Generation Y 7
2.2 Social media 8
2.3 Electronic word-of-mouth 10
2.4 Online engagement 14
2.5 Brand image 16
2.6 Purchase intention 20
2.7 Relationship between E-WOM and purchase intention 21
2.8 Relationship between consumer online engagement and purchase intention 23
2.9. Relationship between Brand Image and purchase intention 24
CHAPTER 3 INTRODUCTION OF THE MOBILE DEVICE INDUSTRY IN MONGOLIA 26
3.1 Introduction 26
3.2 History 27
3.3 Development process of internet users and mobile phones users in Mongolia 29
3.4 The impact of Social Media and Social media usage 32
CHAPTER 4 RESEARCH METHODOLOGY 36
4.1 Research design and framework 36
4.2 Data collection 39
4.3 Target population 39
4.4 Sampling size and sampling techniques 39
4.5 Process of the analysis 40
CHAPTER 5 RESULT 42
5.1 Profile of the respondents 42
5.2 Compare mean 45
5.2.1 Descriptive statistics 45
5.2.2 Gender 46
5.2.3 Age 49
5.2.4 Education 52
5.2.5 Occupation 55
5.3 Correlation analysis 57
5.4 Regression analysis 58
CHAPTER 6 CONCLUSION AND RECOMMENDATION 63
6.1 Conclusion 63
6.2 Recommendation 64
Reference 66
Appendix 72

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