Evaluating the Factors Affecting Consumer's Online Shopping Behavior: The Case of Uzbekistan
Annotatsiya
This study examines the relationship between various factors that affect consumers' online shopping behavior, which is one of the most important issues of e-commerce and marketing. Initially, relevant literature was integrated and clarified which variables play an important role in consumers' decision. Six hypotheses were formulated influencing consumers’ online shopping behavior. Data gathering process in methodology was completed by online survey, which was sent to 150 randomly selected citizens of Uzbekistan. SPSS statistical tool was used to analyze the data and in order to quantitatively explain the hypothesis. According to the analyzed results, the factors such as affordable prices, quality of products, delivery service and the condition of return policy increase the consumer's attitude towards online shopping.