| Online shopping has emerged since 1990 and the growth of online shopping is going on every passing day for grabbing a better market share since everybody is on the intemet now a days.The development of online shopping is impressive as it brought advantages to millions of buyers and thousands of businesses.In the twenty first century,trade and commerce have been so diversified that multichannel has taken place and online shopping has increased significantly all over the globe.Online shopping is a viable preference to consumers now a day as the internet has become an essential tool for business worldwide.The progress of ecommerce in Mongolia is far behind other developed countries in the same region such as Singapore,China,South Korea,and Malaysia due to high cost,language barriers,less developed telecommunication infrastructure and low Internet penetration.The purpose of this study is to identify factors that constitute consumers perceived convenience and value of online shopping features that affect online purchase intention of Mongolian customers,to test the role of cultural linkage in the relationship between perceived value of online shopping,online purchase intention and to evaluate the moderating role of online perceived risk and social influences which hinder people online purchase intention.This quantitative study is an investigation on a specific problem related to online consumer buying intention and behavior.In this research,researcher is pooling primary data from a sample of 417 Mongolians who located in capital city of Mongolia to analyze and interpret the effects of perceived convenience and ethnocentric behavior on their online purchase intention and this relationship influenced by perceived value as mediator and perceived risk,and social influence as moderator.The questionnaire was originally drafted in English,but it was translated into Mongolian language through back to back translation process.SPSS and AMOS software were used to analyze the collected data and validation of hypothecal relationships and proposed model.This research provides a framework that helps researchers understand the drivers of consumers'attitude and intention to shop online,and consumers'perceptions regarding online convenience,consumer ethnocentrism,and perceived value,various forms of perceived risk involved in online shopping process such as financial,delivery,product performance and security of personal information.The results of the analyses confirmed that the overall model of perceived online convenience dimensions,ethnocentrism perception and purchase intention was significant.This indicated that perceived convenience dimensions were directly and positively related to purchase intentions and that the consumers'ethnocentric tendencies have a significant,direct strong negative impact during online shopping in Mongolia.Alongwith mediationeffect of consumer perceived value for perceived convenience and online purchase intention,results of moderation variables show that the individual perception of various risk dimension moderate the consumers perceived convenience and perceived value relationship but social influence has insignificant moderation effect on perceived value and customer online purchase intention relationship among Mongolian online buyers.Apart suggesting theoretical and practical implications for marketers and online business owners and highlighting study limitations,longitudinal,cross sectional and cross cultural studies,specific company and product context,social media influence are new avenues for future research are explored... |
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