本論文旨在探討蒙消費者感知網上購物，以及其他一些因素的影響態度，對網上購物和網上的間接影響購買意願。該論文是用實證方法，問卷設計，收集數據。本論 文是用來描述性分析，單因子分析和回歸分析，分析之間的關係依賴和獨立的變量。這項研究樣本包括，網上購物的消費者蒙古。這項研究的結果發現，消費者的 人口統計，消費者創新性，預期效益和感知風險的重要決定因素影響網上購物。調查結果還顯示，消費者人口統計，消費者創新性，預期效益有積極影響，感知風險 帶來了負面影響消費者對網上購物的態度。此外，消費者的人口統計，消費者創新性，預期效益，感知風險有一個間接影響網上購買意向。這項研究的結果幾乎支持 所有的假設。最後，本論文提出了一些限制和一些建議，為今後的研究。 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.
