Analyzing Mongolian consumers' attitude toward e-commerce platform and domestic product

Abstract

The objective of this study is to examine Mongolian consumers’ attitude toward e- commerce platforms and domestic products by applying Technology acceptance model, ABC model of attitude, and Theory of planned behavior. As for attitude toward domestic product, researcher uses ABC model of attitude with extended variables called Perceived Price and Ethnocentrism. As a result, Ethnocentrism, Cognition and Affect have impact on the attitude towards domestic product. However, the attitude toward domestic product was not positively influenced by Perceived price. The next part of the study measures the attitude toward e- commerce platform applying Technology Acceptance Model with extended variable Perceived enjoyment. All 3 variables, Perceived ease of use, Perceived enjoyment and Perceived usefulness affect the attitude toward e-commerce platform. On top of that, the behavior to purchase through e-commerce platform and the intention to use e-commerce platform were analyzed using Theory of planned behavior. Therefore, the attitude toward e-commerce platform and the Subjective norm positively influence intention to use e-commerce platform, but Perceived behavioral control hasn’t impact on the intention. Therefore, the test resulted that the intention positively influences actual behavior. Additionally, the study investigates the impact of attitude toward domestic product on the attitude toward e-commerce platform. The hypothesis was supported at significance level of p-value< .001. It means that the Attitude toward domestic product positively influences attitude toward e-commerce platform. A total of 12 hypotheses were proposed, and the 10 hypotheses were accepted, and 2 hypotheses, namely, Perceived price to attitude towards domestic product and Perceived behavioral control to the intention to purchase through e- commerce platform, were rejected.