Analysis of E-Commerce Adoption in Ulaanbaatar;Mongolia

• 발행기관: 한국무역연구원
• 저자명: Urandelger Gantulga Burmaa Sampil Avirmed Davaatseren
• 간행물 정보: 『무역연구』제17권 제1호, 67~80쪽, 전체 14쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Purpose To explore the e-commerce adoption behavior of consumers in Mongolia. We specifically examined the effects of personal innovativeness;perceived usefulness;and self-efficacy on intention through the mediation role of attitude. Design/Methodology In this research;the questionnaire method was conducted among 500 participants who experienced e-commerce from October to November 2020. A total of 494 effective questionnaires were collected;and the data was analyzed for simple frequencies;factor analysis;correlation and hierarchical regression by SPSS and Smart PLS 3.3. Findings The current study reveals an individual’s perceptions of the usefulness;personal innovativeness and self-efficacy;which were important factors towards the adoption of e-commerce. Individuals who have a higher degree of perceived usefulness have a higher preference to try and adopt e-commerce. Research Implication Implications suggested that Mongolian business organizations should improve the convenience factors that may encourage more customers. In order to reduce the complexity;companies should develop more user-friendly software that can be easily used for those who have a lack of Internet experience; since Mongolians speak the Mongolian language;these software programs should contain both Mongolia and English. Although;business companies should provide advanced content;including enough information about products;proper use of fonts;and colors. It might have a positive effect on an individual’s attitudes toward adopting an e-commerce platform easily.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypothesis

Ⅲ. Research Methodology

Ⅳ. Results

Ⅴ. Conclusion

키워드

Attitude E-Commerce Adoption Intention Mongolia Personal Innovativeness Perceived Usefulness Self-efficacy