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

Urandelger Gantulga, Burmaa Sampil


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.

Keywords: Z-generation, Personal innovativeness, Perceived usefulness, Perceived Risk, Social influence, E-commerce adoption

DOI: 10.7176/EJBM/13-8-16

Publication date: April 30th 2021

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