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      • KCI등재

        Social Influence, Xenocentrism and Status Consumption on Purchase Intention: In the Case of Women"s Imported Handbags

        Munkhbayasgalan Ganbold,Urandelger Gantulga 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.3

        The Mongolian market has got filled with imported products that pose a great challenge to domestic businesses. However, on the other hand, exported products give opportunities to understand product quality standards for domestic business owners. Therefore, it becomes meaningful to understand how the consumers distinguish between domestic and imported products. The study examines the relationship between social influence, xenocentrism, status consumption, and imported product"s purchase intention. To achieve the purpose of the research, a survey was conducted on consumers who experienced the purchase of imported products. The data were examined using SPSS and SmartPLS 3.3 after a total of 426 effective questionnaires were gathered. The current study reveals social influence and xenocentrism, which were important factors in the purchasing of imported products. Implications of the findings for theory and managerial practice are discussed and future research directions identified.

      • KCI등재

        Factors Influencing Foreign Products Purchase Intention of Mongolian Consumers

        Urandelger Gantulga,Munkhbayasgalan Ganbold 한국마케팅학회 2022 ASIA MARKETING JOURNAL Vol.24 No.3

        The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image have a significant positive impact on consumers' intentions to buy foreign goods. Furthermore, consumer ethnocentrism significantly moderates product quality and purchase intention relationships. The study's findings could help marketers develop effective marketing techniques while also being helpful to academics and consumers in general.

      • KCI등재후보

        Cultural Trend of Family Purchasing Decision in Modern Mongolian Society

        Urandelger Gantulga,Munkhbayasgalan Ganbold,Ugtakhjargal Baldangombo 한국글로벌문화학회 2020 글로벌문화연구 Vol.11 No.3

        This paper is devoted to the analysis of the influence of children on family purchase decisions depends on a number of parameters and situations. Although the family is a relatively small subset of society, its cultural trend play a significant role in the modern cultural environment. Therefore, it's imperative that researchers understand family purchasing behavior and the various factors that influence it. Each family member plays a unique role in family purchasing decisions. In particular, children's influence on family purchasing decisions has become an exciting and fascinating subject. This kind of research began in the 1960s. However, with social developments over the past decades and the rapid integration of digitalization into the family lifestyle, children's role and involvement in family purchasing decisions have become much higher than in the past. The goal of this study is to identify the influence of children on family purchasing decisions in Mongolia and the factors that characterize it. According to our survey of families living in Ulaanbaatar, children have a strong influence on family purchases, which is also highly dependent on family income, family structure, parents' educational background, family size, and the number of children.

      • Монгол улсын жижиглэн худалдааны өнөөгийн нөхцөл байдлыг хөгжлийн онолоор шинжихүй

        Burmaa Sampil,Munkhbayasgalan Ganbold 단국대학교 몽골연구소 2018 몽골지역연구 Vol.3 No.1

        According to development of the science and technology, and the lifestyle of people’s affect the retail of industry which made the keen changes, while its convenient type and non-store types such as electronic commerce, telemarketing and catalog retailing, multi-level marketing are developing. Scholars’ defines the sequence of retailing’s development with its type by connecting these concepts such as the theory of the wheel of retailing, the retail accordion theory and natural selection theory. Domestic trade has been successfully accomplishing its duty which is connecting other industries of economic, also in last 5 years, 12.3~15.3 percentage of GDP is composed by Mongolian retail and wholesale, and service and repair of machine and motorcycle. As a consequent, by this performance, it proves that they are one of three main industries which compose GDP. By this article, we attempted to explain the current state of Mongolian retailing by development theory.

      • KCI등재후보

        Cultural Adjustment of Retail Services to Social Norms of the Corona Pandemic in the Mongolia

        Tungalag Jargalsaikhan,Otgonsaikhan Nyamdaa,Munkh-Erdene Tuvshintugs,Munkhbayasgalan Ganbold 한국글로벌문화학회 2021 글로벌문화연구 Vol.12 No.2

        전 세계적으로 비대면 시대 상황에 따른 다양한 사회 경제적 변화가 발생하고 있는 가운데, 사회 각 분야의 업무는 신속하고 직접적으로 전자전환에 적응하고 있다. 세계보건기구 (World Health Organization)가 ‘Corona 팬더믹’을 선포한 이후, 2020-2021년까지 전 세계 대부분의 국가에서 통행금지 및 질병통제 조치를 부과하여 많은 사회 문화적 활동이 축소되는 반면에, 많은 거래가 e-transaction으로 전환되는 등 비대면 시대에서 몽골은 전국적으로 사회와 문화적 변화를 가져오고 있다. 이 연구의 목적은 Corona 팬더믹의 영향으로 몽골의 사회 및 문화적 변화와 몽골 대외거래 부문의 대부분을 구성하는 소매업체의 거래문화와 운영이 어떻게 변화되고 있는지를 조사하는 것이다. 본 연구는 팬더믹에 따른 비대면시대로의 전환이 몽골의 사회, 경제, 문화적 측면에서 변화수준을 계량적으로 확인하였다. 몽골정부는 자체 사회문화적 규모와 경제 정책을 수정하고, 코로나 펜더믹 기간 동안 임시 법 및 규정을 제정했다. 본 연구는 새로운 프레임 워크 내에서 정부의 기업과 시민을 위해 일정량의 재정 지원과 문화지원 조치를 긍정적으로 인식하였다. 또한 사회공간의 폐쇄기간 동안 몽골정부는 시민의 사회 문화적 적응을 원활히 유도하기 위하여 소프트론 정책 및 금리 할인과 같은 재정 지원을 확대를 적정한 것으로 평가하였다. Globally, socio-cultural change was made due to Corona pandemic. Everything is moving very fast to the electronic transition. As World Health Organization (WHO) has named it a pandemic, by 2020-2021, many countries worldwide have repeatedly imposed curfews and disease control measures, which has reduced the profits of many businesses and affected them to close their doors. At the same time, many companies have switched to e-transition. This study is objected to examine the social and economic changes in Mongolia under the influence of Covid and the situation of retailers, who make up the majority of Mongolia"s trade sector, and how their operations are transitioning electronically. We imagine that this transition will show how Mongolia"s socio-economic culture is changing. As each country defined its own political and economic policies, temporary regulations and laws were enacted during the Covid period. Within this framework, governments implemented a certain amount of financial aid and some supportive measures for their businesses and citizen. Mongolia also provides financial assistance such as soft loan policies and interest rate concessions for businesses during a lockdown. All of them are bringing many changes to the country"s society and economy.

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