Comparative Study On Customer Behavior Between Chinese And Mongolian Online Shopping

Through literature review, the thesis has gone over the relation between customer behavior, technology acceptance model, consumers’ perceived value and purchase intention theory, and based on the theory above, it has proposed online shopping characteristics of the Mongolia, built an influential factor model on customer online shopping behavior and raised some assumptions.In the part of empirical research, the thesis first made interviews with the experienced online shopping customers in Mongolia and some related scholars, extracted measurement questions through literature review, designed and largely distributed questionnaires on the border, and finally used SPSS18.0software for a statistic analysis on the results of the survey.Through empirical analysis, such important research conclusions have been drawn as follows:product quality, service quality, perceived ease of use, perceived usefulness, and perceived risks have remarkable effects on buying inclinations of online shopping customers. The customers from the two countries with different background characteristics have distinct difference in perceived ease of use, perceived usefulness, and perceived risks, while the differences also exist in customers from the same country Mongolia: the customers of different genders, ages, educational backgrounds, and with different incomes also have clear difference in perceived usefulness; the customers of different genders and with different incomes and online time have remarkable difference in perceived ease of use; the customers of different genders and education backgrounds have notable difference in perceived risks; the customers of different genders, ages, education backgrounds, domiciles, and with different incomes and online time are also different in buying inclinations. China: the customers of different educational backgrounds, domiciles and online time have remarkable difference in perceived usefulness; the customers of different genders, ages and with different incomes and online time have clear difference in perceived ease of use; the customers of different incomes have notable difference in perceived risks; the customers of different ages, and with different incomes and online time are also different in buying inclinations. These research conclusions will offer some reference and instruction to the development of Mongolian e-commerce.In the last part, the paper made a summary over the whole research, pointed out the research limits and made a prospect for the future research.