Journal of Business and Innovation (Бизнес & Инноваци)

THE INFLUENCE OF ARTIFICIAL INTELLIGENCE-GENERATED ADVERTISING ON CONSUMER PURCHASING BEHAVIOR AND INTENTIONS

Altan-Od Mandakh — 2025-08-28

This study aims to identify how AI-generated content and advertising differ from traditional advertising in terms of how information influences consumer purchase behavior and intentions. The study used quantitative analysis to determine how AI-generated advertising influences consumer purchase behavior. The study found that AI-generated advertising influences consumer behavior and purchasing intention.

A STUDY ON THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND EXPECTATION GAP

Chimgee Dari — 2025-08-28

Understanding the relationship between service quality, pricing strategy, and customer satisfaction in Mongolian restaurants is essential for business growth and fostering customer loyalty. This study conducts a comparative statistical analysis of customer evaluations between two restaurants “Modern Nomads” and “Bluefin” using SPSS software. The research aims to highlight significant differences in customer perceptions and to identify factors that influence satisfaction through reliability testing, including сronbach’s аlpha.

THE IMPACT OF MARKETING MIX ETHICAL ISSUES ON THE CONSUMER’S PURCHASE ATTITUDES

Bolormaa Sanjaamanal — 2025-08-28

In recent years, both businesses and consumers have increasingly paid attention to issues related to business ethics. Business ethics not only affect the internal operations of organizations but also play a significant role in consumers’ purchasing decisions. Therefore, it is essential to study business ethics, particularly marketing ethics. The main objective of this research is to identify how the ethical aspects of the marketing mix influence consumer purchase behavior and the factors that affect it. The study involved a total of 386 consumers, and four hypotheses were tested using SPSS 27.0 for data analysis. The results show that ethical practices related to product, pricing, and promotion in the marketing mix have a positive influence on consumer purchasing behavior. However, the hypothesis that ethics related to distribution channels positively impact consumer purchase behavior was rejected according to the study findings.

THE VALUATION OF ECOSYSTEM CULTURAL SERVICES IN GEP ACCOUNTING: A CASE OF KHOVD PROVINCE

Gerelsuren Gaanjuur — 2025-08-28

Ecosystem economic valuation is an effective way to measure and understand the significance of the benefits people receive from ecosystems. The Gross Ecosystem Product (GEP) concept seeks to employ specific indicators for quantifying the economic value of all ecosystem products and services. GEP is the total value of final ecosystem goods and services supplied to human wellbeing in a region annually. It can be measured in terms of biophysical value and monetary value. This study aimed to examine the usage of the travel cost method in Mongolia for the first time and introduced new knowledge for ecosystem valuation.
The GEP was calculated at the provincial level, and a framework was customized for the unique economic and ecological situations of Khovd province. The findings revealed that the total GEP in Khovd province ranged from 110040.7 million dollars to 113650.2 million dollars in 2015 and 2020, respectively. Among the different components of GEP, the value of ecosystem cultural services shared a tiny proportion, accounting for 0.00356% and 0.0033% in both 2015 and 2020.

SECOND ORDER CONE PROGRAMMING APPROACH FOR OPTIMAL REINSURANCE

Barsbold — 2025-08-28

In this study, we propose an optimal retention for practical reinsurance problems via conditional tail expectation and variance-minization models. We add an additional constraint, which expresses solvency of an insurance company, to the reinsurance optimization problems based on classical premium principles, namely expectation premium and standard deviation premium principle. Moreover, optimal solution of the reinsurance optimization problems in real claim data is solved by reformulating into equivalent second-order cone programming problems. We use CVXR package of R programming to solve the equivalent problems. Finally, we make some recommendations to apply in practice.

USING EXTENDED PORTFOLIO SELECTION IN INVESTMENT STRATEGIES

Narangoo Ganbaatar — 2025-08-28

This study aims to determine the optimal investment portfolio based on the investor’s objective, expected return, risk tolerance, and investment cost. As a practical case study, we use quantitative data from 2013 to 2024 for six noncorrelated companies listed in Mongolian stock exchange’s Top 20 Index, including APU, Gobi, Makhimpex, Suu, Talkh Chikher, and Tavan Tolgoi. The optimization problem is formulated with the objective function of minimizing the risk per unit of return, subject to the following constraints: the expected return of the portfolio must be no less than 0.142, the level of portfolio risk does not exceed 0.062, and the initial investment cost modeled by a logistic distribution does not exceed 0.097.
The optimal solution to this problem yields the following portfolio allocation: APU – 5.4%, Gobi – 6.8%, Makhimpex – 30.3%, Suu – 8.9%, Talkh Chikher – 28.4%, and Tavan Tolgoi – 20.2%. For this portfolio, the risk level is reduced by 26% compared to the initial value.

THE IMPACT OF CORPORATE PROFITABILITY, LIQUIDITY, AND SOLVENCY INDICATORS ON SUSTAINABILITY REPORTING

Vandandulam Enebish — 2025-08-28

In this study, we estimated how profitability, convertibility, and solvency affect sustainability reporting based on quantitative data of first category companies on the Mongolian Stock Exchange. We also studied how corporate governance affects the sustainability reporting. The study used data on financial, governance, and sustainability reports of 14 companies for 2019-2023.
The study model estimate was done with a multivariate regression analysis using a Random Effects Model. According to the results of this study, the profitability and convertibility have a positive but insignificant impact on sustainability reporting.
Corporate governance was also found to be a factor that increases the positive impact on sustainability reporting.

THE ROLE OF WORKPLACE FRIENDSHIP NETWORKS IN FOSTERING EMPLOYEE CREATIVITY

Altantsetseg Battulga — 2025-08-28

As a result, there is growing interest in understanding the factors that influence creativity. While previous studies have extensively examined both employee creativity and workplace friendships, few have explored the connection between the two. This study investigates how the structure of workplace friendship networks, the breadth of social circles, and the nature of interpersonal relationships influence employee creativity. The research surveyed 129 employees from an independent unit of a state-owned enterprise, quantitatively assessing the number of friends, the number of friendship groups, and individual creativity levels. The findings reveal that both the number of friendship groups and close interpersonal connections positively impact employee creativity. These results underscore the importance of trust-based social networks in cultivating a creative organizational environment. The study concludes by discussing its theoretical and practical implications and outlining directions for future research.

А SURVEY OF THE FACTORS INFLUENCING INDIVIDUAL INVESTORS’ INVESTMENT DECISION MAKING IN THE MONGALIAN CAPITAL MARKET

Batjargal Nadmid — 2025-08-28

This study analyzed and evaluated the influence of various factors on individual investment decision-making, including personal, socio-economic, market, financial, and accounting information, as well as company operations and characteristics.
The factors affecting individual investments were selected from indicators studied in similar research, with significant overlap, and primary data was collected and processed using research methods. The findings indicate that financial and accounting information plays a predominant role in shaping individual investment decisions.

THE IMPACT OF CHATGPT USAGE ON STUDENTS’ ACADEMIC PERFORMANCE

Tserenpurev Munkhsaikhan — 2025-08-28

This study examines the impact of using ChatGPT on the academic performance of students at the Business School of the National University of Mongolia (NUM). As artificial intelligence (AI) and digital technologies become more integrated into education, tools like ChatGPT have emerged as valuable resources for students, providing personal assistance, quick access to information, and support in understanding complex topics. The research focuses on undergraduate students, exploring how ChatGPT influences their learning motivation and academic performance. The findings reveal that ChatGPT usage has a positive and significant impact on both learning motivation (β=0.233) and academic performance (β=0.254).
Additionally, learning motivation was found to mediate the relationship between ChatGPT usage and academic performance. This study contributes to the growing body of literature on AI in education, particularly within the context of higher education in Mongolia. It also offers practical recommendations for educators and policymakers.