With the introduction of the Internet, the concept of online shopping has grown enormously. The study aims at investigating the antecedents and consequences of consumers’ attitudes towards online shopping advertising using Cognition, Affect and Behavior (CAB) model. The study investigates several relationships: the relationship between value (utilitarian and hedonic) and attitudes (towards online advertising, and online shopping); the relationship between attitudes (towards online, advertising and online shopping) and repurchase intention; and the mediating effect of attitudes (towards online advertising and online shopping) in the relationship between value (utilitarian and hedonic) and repurchase intention. The study specifically targets Mongolians who use different online shopping platforms, and collects 276 samples for main survey. The study finds that both utilitarian and hedonic value have significant and positive effects on attitudes towards online shopping advertising; both utilitarian and hedonic value have significant and positive effects on attitudes towards online shopping; both attitudes towards online shopping advertising, and attitudes towards online shopping have positive and significant effects on repurchase intention. Finally, the study has established that attitudes (towards online shopping advertising and attitudes towards online shopping) are partial mediators in the relationship between value (utilitarian and hedonic) and repurchase intention.
Keywords: Utilitarian Value, Hedonic Value, Attitudes towards Online Shopping Advertising, Attitudes towards Online Shopping, Repurchase Intention, Cognition, Affect and Behavior (CAB) Model

Chapter 1 Introduction 1
Chapter 2 Literature Review 9
Chapter 3 Methodology 17
Chapter 4 Data Analysis 31
Chapter 5 Conclusions and Suggestions 45

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