A Study Of Consumer-related Factors Affecting Online Shoppers’Attitude: The Case Of Mongolian Consumers

The main purpose of this thesis is examining Mongolian consumer behavior andattitude of online shopping and identifying factors influencing toward online shopping.The thesis used an empirical method and the questionnaire which has purpose toaccumulate data. Also, the thesis applied descriptive analysis, one way analysis ofvariance, and regression analysis to analyze the link between dependent and independentvariables. The data of this study was observed from Mongolian online shoppingconsumers’ poll. The fundamental result of this study has found that consumerdemographics, consumer innovativeness, perceived benefits and perceived risk areimportant factors influencing for online shopping and its perspective. Consequently, theresult has shown that consumer demographics, consumer innovativeness, perceivedbenefits had encouraging impact and perceived risk had harmful impact on onlineshopping consumer behavior. The domino effect of this study nearly supported allhypotheses. Finally, this thesis suggested some limitations and some suggestions forfuture research.