An Analysis of Consumer Usage and Purchasing Behavior of Electronic Commerce in Uzbekistan

초록

E-commerce has provided substantial benefits to businesses. It enables new ways of working to emerge as organizations face the future and embrace the notion of the ‘new economy.’ The rise of globalization strategy use, electronic devices, fast and changing design shifts, or internet penetration is the main reason for the increase in sales and holistic sales channels in e-commerce. With COVID-19, the need for e-commerce development has increased in a developing country. It is crucial for Uzbekistan to develop systems and policies of e-commerce. This study investigates factors, which affect a customer’s behavior and satisfaction in the e-commerce market and examine a relationship among usage and purchasing behavior of customers, satisfaction, and expected performance in Uzbekistan. An online survey will be performed to collect and analyze data to test the proposed research model and hypotheses. This study will provide useful strategies for improving customers’ satisfaction in B2C SMEs in Uzbekistan.