| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 99 === This thesis aimed to investigate Mongolian consumer perception of online shopping, as well as several other factors influencing attitude toward online shopping and their indirect effect on online purchase intention. The thesis was used empirical method, and the questionnaire was designed to collect data. This thesis was used descriptive analysis, one way analysis of variance, and regression analysis to analysis the relationship between dependent and independent variables. Sample of this study included that online shopping consumers of Mongolian. The findings of this study found that consumer demographics, consumer innovativeness, perceived benefits and perceived risk are important determining factors influencing online shopping. Also the findings shown that consumer demographics, consumer innovativeness, perceived benefits had positive impact, and perceived 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 this study nearly supported all hypotheses. Finally, this thesis suggested some limitations and some recommendations for future research.
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