SNS service has many marketing opportunities and built up on customers’ social interaction. Due to this fact, SNS is attractive to customers. In recent times, people pay attention to social marketing and commerce using SNS and its inclination has rapidly increased. However, it has been made possible due to consideration to social marketing and commerce. Henceforth, it has resulted in bringing a plethora of new marketing opportunities. Because of such situation, social marketing and commerce has become popular among the people and SNS’s new marketing has emerged as a demanding area to study SNS through which users’ attitude can be expected. This study attempts to explore the impact of Mongolian SNS users’ innovativeness and intentions of its usage. In order to bring effective results, technology accepted model of Davis 1989 has been followed as research model in this study. In particular, the study covers the following important issues:-Firstly, it reveals differences between Mongolian SNS users of individual innovativeness and explore major factors for increasing SNS user’s attitude and intention of usage. Secondly, it determines the reason for using SNS and emphasize on factors affecting service of SNS. Thirdly, the study brings in to light the social factors which are concerned with interaction, subjective norms, relations, effects of attitude and intention to use it. Fourthly, the study explains about the effects of perceived usefulness, perception about convenience in usage and enjoyment through the contours of median factors between innovation and attitude. Fifthly, it exposes the relation between perception of usefulness, use of ease and enjoyment, and social factors that plays role of an important tool of interaction in subjective norm. In addition, measures that affect attitudes, intentions to usage and provide favorable implications for improving affection also have been discussed. In order to actualize the above objectives, model of research paper was prepared, survey questionnaire were circulated, and the results were calculated by SPSS and AMOS. Based on the results, following conclusions can be drawn: Firstly, both the countries were studied and as a result it was found that the affections among Mongolian were positive at individual innovativeness, perceived usefulness and enjoyment. However, Mongolian users were found more affected in terms of attitude. The results also observed that Mongolian users’ selections was usually based on ease of use and enjoyment. In order to increase affection of attitude and intention to use, the important factors of enjoyment to perceived use of ease were preferred over perception of usefulness for SNS. Secondly, In case of Mongolian users, usefulness effects negatively over intention to use. The Mongolian SNS users have minimum chances to find information which users really want such as information about self-improving or information about art or culture because Mongolia SNS pages are mostly filled with information related to social life such as insecure information about someone or something or information about someone’s insult. Therefore, there is a need to put information that users want to look based on their perception about information. Thirdly, Mongolian users usually do not trust SNS and therefore, SNS image is not very positive. Thus, source of the information and policy to take proper action is required if the information is confirmed not to be true. Fourthly, observing the results of these two countries, it was found that attitude is not dependent on intention to use. However attitude is very important factor in increasing the intention of use. Therefore, wide strategy and plans is needed to increase attitude. SNS used for seeking answers are common in the Mongolian social situation, and accordingly individual characters are more influenced. Therefore, the users require importance of information partly as marketing strategy to increase attitude, intenti
Ⅰ. 서 론
Ⅱ. 선행 연구
Ⅲ. 연구모형
Ⅳ. 실증분석
Ⅴ. 결 론
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