In The Comparative Study Of Consumers' Perceptions Of Risk Of Online Shopping

Nowadays, internet utility is increasing rapidly with the development of InformationTechnology and there are many internet services that meet customer’s requirements. Forinstance, modern internet services provide customers with broad information which theyneed in their everyday life and let them enjoy their leisure time; even it gives theopportunities to make shopping at home. Scientists conclude that there are many types ofinternet services and products which customers can buy with the help of internet. But itwill be more risky to make shopping by internet.Mostly, in foreign countries scientists investigated these types of services. ScientistPavlou investigated the belief and customer’s perceived risks on the base of TechnologyAcceptance Model and determined the norms of online marketing acknowledgement ofcustomers. Moreover, Teo and Young examined the internet users’ structure of marketing.But Kaufaris explained the nature of internet marketing on the base of TechnologyAcceptance Model and Theory of Psychology.Domestic scientists investigated the problem of internet marketing on the first level.Li Zhi Cheng and Liu Mei Lian obtained theory of online consumer behavior on the baseof research of consumer behavior. But Gao Hai Xia and Jing Miao determined perceivedrisks of online internet marketing on the base of mobile marketing and concrete research ofstudents of Universities in Shanghai city. However there are Chinese researchers whoinvestigated the internet marketing, in Mongolia there is lack of such investigation. But inMongolia marketing perspective is developing in these days intensively.The Diploma Thesis is aimed to compare Chinese and Mongolian internet marketingand risks of online services. Consumer Behavior, customer’s perceived risks, and itspeculiarities will be investigated in this diploma thesis and we will determine theinfluences, similarities and differences between them. In the result economic entities andorganizations that run the internet business will be provided with information aboutstrategy of marketing, and they will get new idea about internet marketing.