Title:
IMPACT OF WEBSITE QUALITY ON CUSTOMER PURCHASE INTENTION: IN CASE OF THE AIR TICKET ONLINE RETAIL SECTOR IN MONGOLIA

Authors:
Munkhzul Mangal and Dulguun Ganbolor ,Taiwan

Abstract:
Recent years, many kinds of internet business platforms are successfully operating in the consumer market, and one of them is a retailing website. Manufacturer companies have more interest to sell their product or services using online shopping websites, and the sites have offered a full variety of items for customers. The consumer had much expertise related to online shopping compared to ten years ago, and the situation has increased market competition among the companies. Past researchers agreed that purchase intention directly relates to Website quality, such as text content, image, color, easy to use, security, and browsing speed. Mongolian consumers used to prefer face to face purchasing than online purchasing five years ago, and now the situation has already changed. Thus, Research study focused on finding the importance of website quality and the impacts on online purchase intention. The study based on the WebQual model ( Barners and Vidgen, 2006 ) which has six dimensions, including Usability, Website Design, Information quality, Trust, Perceived Risk, and Empathy. SPSS21 software and survey data of 150 respondents who have online shopping experience were used in analyzing the process