Determinants Of Customer Behavior In The Use Of Digital Banking Services: An Integrated Technology Acceptance Model–Unified Theory Of Acceptance And Use Of Technology Model (Evidence From Uzbekistan)

The rapid expansion of digital banking services in emerging markets has attracted considerable scholarly attention, yet limited empirical evidence exists from Central Asian economies, particularly Uzbekistan. This study investigates the determinants of customer behavioral intention and actual use of digital banking services in Uzbekistan by integrating the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Drawing on survey data collected from 412 bank customers across Tashkent, Samarkand, and Namangan, the study employs Structural Equation Modeling (SEM) to test an integrated conceptual framework. The findings indicate that performance expectancy, effort expectancy, social influence, perceived usefulness, and perceived ease of use significantly influence behavioral intention to use digital banking services. Facilitating conditions and trust emerge as critical moderating factors shaping actual use behavior. The study also reveals that gender, age, and digital literacy moderate several key relationships within the model. These results contribute to theoretical refinement of TAM–UTAUT integration in a transitional economy context and offer actionable implications for banking institutions, policymakers, and fintech developers seeking to accelerate digital financial inclusion in Uzbekistan and comparable markets.

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