The Influencing Factors Of Mongolia Online Shopping

The Internet has become an essential part of our daily life, and companies realise thatthe Internet can be a shopping channel to reach existing and potential consumers. With thisconsensus Online Shopping as a whole has rapidly grown. The biggest surprise is thatclothing is one of the top categories purchased online. Freedman, argues that this is notsurprising at all because, clothing sales has always been a top category in the cataloguechannel, so naturally the Internet channel should be no exceptions. Although onlineapparel shopping continues to grow, there are problems why consumers hesitate to shopfor clothing online. In this project, the main aim is to demonstrate that with betterinteraction features in clothing web sites could improve sales over the net. Thisdissertation includes a literature review giving background information of Online ApparelShopping. Producing information of the modern E-shopper. Investigating and choosing asuitable lifecycle model and developing a web site prototype. Furthermore, evaluating thefinished product whether aim has been achieved.This thesis aimed to investigate Mongolian consumer perception of online shopping,as well as several other factors influencing attitude toward online shopping and theirindirect effect on online purchase intention. The thesis was used empirical method, andthe questionnaire was designed to collect data. This thesis was used descriptive analysis,one way analysis of variance, and regression analysis to analysis the relationship betweendependent and independent variables. Sample of this study included that online shoppingconsumers of Mongolian. The findings of this study found that consumer demographics,consumer innovativeness, perceived benefits and perceived risk are importantdetermining factors influencing online shopping. Also the findings shown that consumerdemographics, consumer innovativeness, perceived benefits had positive impact, andperceived risk had a negative impact on consumer attitude toward online shopping. Moreover, consumer demographics, consumer innovativeness, perceived benefits,perceived risk had an indirect effect on online purchase intention. The results of thisstudy nearly supported all hypotheses. Finally, this thesis suggested some limitations andsome recommendations for future research.