Author: Kudratkhujaeva, Masrurakhon

Annotation: The recent increase of business entities that are involved in e-commerce and in contrast a low demand in the market lead to revealing a research gap. The e-commerce market demonstrates a significant contribution to the county economy that can be witnessed in the examples of developed and developing countries. This research aims to determine why consumers do not use e-commerce; namely barriers and limitations from the perspective of the companies and then concentrating on analysis of consumer behavior. As a result, this research finding will make a contribution towards strategic, marketing and other decisions of organizations and improve their results having a conceptual background that is applied in the real business practice. There were carried out exploratory research via 6 in-depth interviews with such companies as Arba.uz, Lebazar.uz, Days.uz, Olcha.uz, Agrofield Group and related specialists such as ICT specialist, Mikhail Shpirko to have a comprehensive understanding.

Keywords: consumers behavior, e-commerce, barriers and limitations.

Pages in journal: 340 - 354