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

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

International Journal of Research and Scientific Innovation, 2021, vol. 8, issue 1, 29-39

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.

Date: 2021
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