Author: Kudratkhujaeva, Masrurakhon

Annotation: The research gap was identified to understand and predict online consumer behavior and mainly identify main factors that hinder making an online purchase in the e-commerce sector. The purpose of the study is to contribute towards getting insights into barriers and limitations for consumers to use e-commerce for practical applications by business people. It is crucial to carry out research in this context to create valuable knowledge that is highly demanded from business people because the majority of them still face problems to have a complete image for understanding online consumer behavior. The carried out qualitative research by Masrurakhon Kudratkhujaeva laid a comprehensive understanding of research to proceed further for descriptive research via 207 questionnaires. Technology Acceptance Model was adopted by extending the framework with trust and instrumental factor (need for touch) referring to the qualitative research findings. The following findings were obtained; in particular, trust, perceived usefulness and age have an impact on intention to use e-commerce; whereas instrumental factor, perceived ease of use, gender and the average Internet usage hours does not have impact on intention to use e-commerce.

Keywords: consumers behavior, e-commerce, trust, need for touch .

Pages in journal: 419 - 434