Research On The Influencing Factors Of Online Shopping Of Mongolian College Students

At present,the Internet economy is developing rapidly.The rapid development of network provides many strategic opportunities for enterprises.Online shopping is a new way of transaction,which can create new sales channels for enterprises.The Internet is changing people’s living conditions and ways.With the rapid growth of the number of online users,the number of online stores is gradually growing,and is still growing.Among them,the survey found that college students are one of the main groups of online shopping consumption.Statistics show that the Internet is developing rapidly,and online shopping is also rising.According to the survey report of Mongolian National Bureau of statistics,compared with 2018,the number of online shoppers increased by 135000 in 2019,an increase of 6.2%.By 2019,there are 2.2 million Internet users in Mongolia.Among them,31.6% of the total online shopping netizens are college students between 18 and 30.According to the data,Mongolian College students are now actively participating in online shopping.In this paper,we find that Mongolian College Students,like to pursue new things,convenient,affordable online shopping is very popular.The higher the proportion of college students with online shopping experience,the higher the proportion of college students with online shopping intention.When friends have successful online shopping experience,more college students will tend to online shopping.In recent years,the number of online shopping customers is increasing,and the demand for consumer goods in Mongolia is growing rapidly.Nowadays,in Mongolian research,although Mongolian scholars pay attention to the research on online consumption,there are few researches on the influencing factors of online shopping intention of Mongolian College Students,and the research on specific population is not found.Therefore,we must study this aspect of investigation.In fact,the study of the factors of concern and support in the process of online shopping for the first time shows that nomadic and conservative culture really affects the characteristics of Mongolian College Students’ consumer behavior,and the key factors affecting Mongolian College Students’ online shopping intention.On the basis of literature research,through exploring literature to clarify the application of theoretical models related to online consumption behavior in online shopping,combined with the current development of Mongolia,reorganize the original technology acceptance model to introduce new variables,and build a model for college students’ online consumption intention,in which the two factors of Online commodity and online business are taken as external variables Quantity,perceived usefulness,perceived ease of use,perceived risk and perceived pleasure are used as intermediary variables to study the impact on purchase intention.Through the questionnaire survey,a total of 388 valid questionnaires were collected from Mongolian College Students.Spss26.0 and amos26.0 will be used for statistical analysis of questionnaire data,reliability and validity analysis,correlation analysis and regression analysis,and path analysis will be used to verify the results of the hypothesis proposed in the model.The results show that the commodity factor has a significant positive impact on perceived ease of use,perceived ease of use and perceived pleasure,while the online commodity factor has a negative impact on Mongolian College Students’ consumers.The influence of online commodity factors on perceived ease of use and perceived pleasure is significant.The path values between variables are 0.920 and 0.657,respectively.Online business factors have a significant positive impact on perceived factors,and business has a strong impact on perceived fun.Perceived ease of use,perceived usefulness and perceived pleasure have a positive impact on Mongolian College Students’ online shopping intention,while perceived risk has a negative impact on Mongolian consumers’ online shopping intention.The path coefficient between them is-0.42.Perceived fun has a strong impact on online shopping intention,and the path coefficient between them is 0.72.All the hypotheses passed the test.Finally,based on the research of this paper,it shows the factors that affect the online shopping of college students in Mongolia and puts forward suggestions and suggestions with application value for e-commerce enterprises according to the analysis results.