Proposed Research Model for an Acceptance of E-Commerce Services Among the Students in Uzbekistan

International Journal of Research and Scientific Innovation (IJRSI) | Volume VIII, Issue XI, November 2021 | ISSN 2321–2705

Proposed Research Model for an Acceptance of E-Commerce Services Among the Students in Uzbekistan

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

Abstract: This study investigates the factors that significantly affect the acceptance of e-commerce in Uzbekistan. These factors were Technology, Awareness, Trust, technology acceptance model and Innovation Diffusion theory Characteristics. This study adopted the deductive approach to reach its objectives. 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. After reviewing several related studies, the Likert five- point scale questionnaire was constructed for gathering the required data, which were then analyzed using the SPSS software.
Keywords: Perceived ease of use and perceived usefulness, compatibility, trust and technology factor with awareness and behavioral intention.

I. INTRODUCTION

1.1 Research Background

Ecommerce has a wide reach in almost every industry, where one of the most frequently used business models is the B2C E-commerce (Laudon & Traver, 2008). The B2C model is developed through a website where all the communication and transactions are happening between the company and the consumer right away (Laudon & Traver, 2008). The consumer visits the website, places an order of the desired item and after receiving the order, the company will then ship the goods to the consumer. The companies are aiming to reach the individual consumers online in their everyday life, hence the orders and transaction volumes are not usually that big (Yu et al., 2016). The B2C businesses have grown exponentially since 1995, and is the kind of E-commerce most people are likely to encounter and take part of (Laudon & Traver, 2008). The phenomena of direct selling is furthermore something that the E-commerce market have enabled as it have questioned the distribution channels in areas such as music, images, book selling and software’s (Andonova, 2003). The virtual distribution in these areas can be delivered with zero cost, hence the middlemen (physical stores) are threatened by the E commerce market (Andonova, 2003). However, the non-virtually goods may cost more since the transportations needs to serve numerous buyers with different needs and thus the distribution gain from E-commerce is ambiguous (Andonova, 2003). B2C E-

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