...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>European Journal of Business and Management >Measuring E-Commerce Adoption Behavior of Z-generation in A Developing Country, Evidence from Mongolia
【24h】

Measuring E-Commerce Adoption Behavior of Z-generation in A Developing Country, Evidence from Mongolia

机译：衡量发展中国家Z-一代的电子商务采用行为，来自蒙古的证据

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

To analyze e-commerce adoption behavior of Z generation in Mongolia. The effects of personal innovativeness, perceived usefulness, social influence and perceived risk on intention through the mediation role of attitude were specifically examined. In order to achieve the purpose of the research, a survey was conducted on consumers who experienced online shopping malls from October 21, 2020 to November 2, 2020. A total of 332 effective questionnaires were collected and the data were analyzed by using the SPSS and Smart PLS 3.3 programs. The current study reveals an individual’s perceptions of the usefulness of personal innovativeness and social influence, which were important factors towards the adoption of e-commerce. Individuals who have a higher degree of perceived risk have a higher preference to try products without a prior evaluation. Marketers who intend to expand into developing markets such as Mongolia are advised to consider consumer generation and attitudes towards adopting new technology. The study enhances our perception about young generation in Mongolia, whose behavior and action are similar to those young people, who live in a developed country.
机译：分析蒙古Z代的电子商务采用行为。专门审查了通过态度调解作用的个人创新，感知有用性，社会影响力和感知风险的影响。为了实现研究的目的，对2020年10月21日至11月2日的在线购物中心的消费者进行了一项调查，共收集了332名有效问卷，并通过使用SPSS和数据分析数据智能PLS 3.3程序。目前的研究揭示了个人对个人创新和社会影响力的有用性的看法，这是通过电子商务采用的重要因素。具有更高程度的感知风险的个人在没有先前评估的情况下尝试产品的偏好更高。建议打算扩展到蒙古等发展市场的营销人员，以考虑消费者一代，态度采用新技术。该研究提高了我们对蒙古的年轻一代的看法，其行为和行为类似于那些居住在发达国家的年轻人。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号