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研究生:素倫嘎
研究生(外文):Solongo Lkhagvajav
論文名稱:消費者信任和風險承受在社交商務的角 色之蒙古研究
論文名稱(外文):The Roles of Trust and Risk in Social Commerce in Mongolia
指導教授:尹咏雅
指導教授(外文):Wan, Wendy
口試委員:陸仲良張國雄
口試委員(外文):Luk, Chung LeungChang, Kuo Hsiung
口試日期:2019-01-11
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2019
畢業學年度:107
語文別:英文
論文頁數:50
外文關鍵詞:social commerce, consumer trust, perceived risk, Mongolia
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Following the increasing trend of global internet usage, social commerce is becoming a ubiquitous part of consumers shopping style; however, its development level is still slow and weak in some emerging market countries. Social interactions, information and experience sharing are becoming a key issue in online consumers’ purchase decision process. This dissertation aims to examine about the roles of trust and risk and their different antecedents on Mongolian people intention to purchase from web vendors. The result shows significant correlations has been found between the constructs composing the four types of trust and trust as well as risk.
TABLE OF CONTENTS
ACKNOWEDGEMENT I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES IV
LIST OF FIGURES IV
CHAPTER 1: INTRODUCTION 1
1.1 Background and motivation 1
1.2 Overview of Mongolia and consumer market 2
1.3 Research Purpose 5
1.4 Research Scope 6
1.5 Outline of the thesis 6
CHAPTER 2: LITERATURE REVIEW 7
2.1 The shift from e-commerce to social commerce 7
2.2 Trust and risk in social commerce 9
2.3 Online shopping in Mongolia 11
CHAPTER 3: RESEARCH METHODOLOGY 13
3.1 Research Framework 13
3.2 Dissertation’s Hypothesis 18
3.3 Questionnaire Design 21
CHAPTER 4: EMPIRICAL RESULTS 21
4.1 Summary of Results 21
4.2 Frequency of Responses 22
4.3 Descriptive Statistical Analysis 27
4.4 Correlation Analysis 29
CHAPTER 5: FINDINGS AND LIMITATIONS 34
5.1 Findings of the study 34
5.2 Discussion and Conclusion 38
5.3 Research Implications 39
5.4 Research Limitations and Suggestions for Further Research 39

REFERENCES 41
APPENDIX A: RESEARCH QUESTIONNAIRE (Original English version) 45
APPENDIX B: RESEARCH QUESTIONNAIRE (Translated Mongolian Version)
48

LIST OF TABLES

Table 3-1: Research hypothesis 22
Table 4-1: Respondents by vendors 26
Table 4-2: Respondents by age group 26
Table 4-3: Respondents by gender 27
Table 4-4: Respondents by education 27
Table 4-5: Respondents by marital status 27
Table 4-6: Respondents by monthly household income 28
Table 4-7: Respondents by products purchased 28
Table 4-8: Respondents by online spending amount 29
Table 4-9: Respondents by online purchase frequency 29
Table 4-10: Payment method 29
Table 4-11: Years using internet 30
Table 4-12: Experience using internet 30
Table 4-13: Summary of research constructs descriptive statistics 32
Table 4-14: Correlations matrix at the construct level 34
Table 4-15: Summary of hypothesis test results 39

LIST OF FIGURES
Figure 1: Trust-based Consumer Decision Model by Kim, Ferrin, & Rao (2008) 18
Figure 2: Theoretical model of the study 21
Figure 3: Theoretical model highlighting the significant correlation between main constructs 38


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