Mediating Effect of Awareness Factors on the Behavioral Intention to Use In E-Commerce Services in Uzbekistan

International Journal of Research and Scientific Innovation (IJRSI) | Volume VII, Issue XII, December 2020 | ISSN 2321–2705

Mediating Effect of Awareness Factors on the Behavioral Intention to Use In E-Commerce Services in Uzbekistan

 Teshabaeva Shakhlo Abdurakhimovna, Mohammad Mahmoud Saleem Alzubi, Abdoulrahman Aljounaidi
Al-Madinah International University

Abstract: This study aims to suggest a model that will increase the usage of E-commerce services among students in Uzbekistan. The proposed model may facilitate the understanding of how certain factors can affect the level of usage of E-commerce services. The main objective of this study by working on a new model based on TAM technology acceptance model , Innovation Diffusion theory (IDT), Awareness (AF) factors relationship between the Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Technology Factor (TECF) and compatibility with the Behavior Intention to use as a mediating . It presents a theoretical framework for the construction of hypotheses. The hypotheses were tested to obtain the findings that may be generalized afterwards. The primary data were collected from 384 valid questionnaires, which were distributed, to random Uzbek students in four universities. The analyses of the gathered data selected the Partial Least Squares Structural Equation Modeling (PLS-SEM). Based on the research findings the final overall model was evaluated using the statistics and the acceptable fit of the measurement model to the data has been demonstrated. Based on the outcomes, the factors with the highest direct effect on Intention to use E- commerce appeared to be Attitude toward using E-commerce and the results show that compatibility negatively influences intention to use. The main findings of the study are: perceived ease of use and perceived usefulness, compatibility, trust and technology factor with awareness factor as mediating has a positive and significant impact on behavioral intention.

Keywords: Perceived ease of use and perceived usefulness, compatibility, trust and technology factor with awareness and behavioral intention.

1. INTRODUCTION

1.1 RESEARCH BACKGROUND

The development of E-commerce has been part of the world-wide phenomenon that has seen major and significant changes in the way businesses operate, in how consumers affect their purchases, and in how governments function. Advances in communication technologies within the last decade of the twentieth century paved the way for innovations, promoting rapid globalization. The convergence of telecommunications and computer technology has given birth to a new business organizational system called the internet, presenting a revelation of ecological business development (R.G. Javalgi, 2005). New web technologies are offering companies unprecedented opportunities to rethink strategic business models, processes and relationships (Stephen Hawk. 2002). Internet business has a wide reach in pretty much every industry, where one of the most regularly utilized plans of action is the B2C E-Commerce (Laudon and Traver, 2008). Web based business when all is said in done improves a portion of the acquiring traits, for example the accessibility and the home conveyance, however it additionally forestall characteristics like investigation of the item before buy and ensured verified installment (Andonova, 2003), in this way trust is a significant and indispensable component for E-trade organizations to consider (Choi and Mai, 2018).
The true value from E-commerce offerings are shown through its services, hence effective customer support and service is vital for the E-commerce companies (Singh, 2002). E commerce in general does improve some of the purchasing attributes, e.g. the availability and the home delivery, but it also prevent attributes like inspection of the product before purchase and guaranteed secured payment (Andonova, 2003), thus trust is an important and vital element for E-commerce companies to consider (Choi & Mai, 2018). E-commerce is a product of Information and

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