This research aims to analyse consumers’ (Millennials and Gen Z) luxury consumption behaviour by focusing on the intrinsic and extrinsic motivations that drive consumption of luxury goods. Then, the study investigates whether they prefer to purchase offline or online for luxury goods. Lastly, it analyses which media most influences individuals when it comes to luxury consumption. An online survey is developed and distributed to Millennials and Gen Z. A first round of data collection took place in 2022 and a second round of data collection will take place at the beginning of 2024. Initial findings show that consumers are driven by intrinsic rather than extrinsic motivations when purchasing and who influences more when buying luxury online. Furthermore, it emerges that consumers prefer to shop offline, highlighting the importance of physical stores.

There has been almost 26 years since science of marketing has developed in Mongolia and there has been significant progress in acquiring and using its findings. Business companies’ leadership have become aware of the importance of this science and see marketing as business philosophy and understand that analyzing the market, business environment and conditions by consumers is the key to success. Today’s society demands from marketing professionals’ delicacy and taking into account consumers’ needs and creating new needs and new means of consumption. Main purpose of business entities is to be aware of consumer needs, to establish its position on the market and to be successful. In order to provide consumers with the best products and keep them at the center of their attention it is important to establish optimal ratio of marketing factors that would most efficiently influence consumers with different behaviors.

오픈마켓 중심의 인터넷쇼핑의 성장세가 애초의 기대를 훨씬 능가하는 수준으로 진행됨에 따라 온라인 소비자의 의사결정 및 행동에 관한 연구도 활발히 이루어 지고 있다. 본 연구는 최근 인터넷 쇼핑시장의 성장세를 주도하고 있는 오픈마켓 쇼핑 경험자를 대상으로 실제 오픈마켓형 인터넷 쇼핑몰이 제공하는 의사결정 지원기능이 의사결정의 효율성과 만족에 미치는 영향을 실증적으로 분석․검증하였다. 연구의 주요결과를 요약하면, 첫째 오픈마켓의 의사결정지원기능들이 고객의