Analysis of E-Commerce Adoption in Ulaanbaatar, Mongolia

Purpose To explore the e-commerce adoption behavior of consumers in Mongolia. We specifically examined the effects of personal innovativeness, perceived usefulness, and self-efficacy on intention through the mediation role of attitude. Design/Methodology In this research, the questionnaire method was conducted among 500 participants who experienced e-commerce from October to November 2020. A total of 494 effective questionnaires were collected, and the data was analyzed for simple frequencies, factor analysis, correlation and hierarchical regression by SPSS and Smart PLS 3.3. Findings The current study reveals an individual’s perceptions of the usefulness, personal innovativeness and self-efficacy, which were important factors towards the adoption of e-commerce. Individuals who have a higher degree of perceived usefulness have a higher preference to try and adopt e-commerce. Research Implication Implications suggested that Mongolian business organizations should improve the convenience factors that may encourage more customers. In order to reduce the complexity, companies should develop more user-friendly software that can be easily used for those who have a lack of Internet experience; since Mongolians speak the Mongolian language, these software programs should contain both Mongolia and English. Although, business companies should provide advanced content, including enough information about products, proper use of fonts, and colors. It might have a positive effect on an individual’s attitudes toward adopting an e-commerce platform easily.