IDEAS home Printed from https://ideas.repec.org/a/bjc/journl/v8y2021i1p29-39.html
   My bibliography  Save this article

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

Author

Listed:
  • Teshabaeva Shakhlo Abdurakhimovna

    (Al-Madinah International University)

  • Mohammad Mahmoud Saleem Alzubi

    (Al-Madinah International University)

  • Abdoulrahman Aljounaidi

    (Al-Madinah International University)

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.

Suggested Citation

  • Teshabaeva Shakhlo Abdurakhimovna & Mohammad Mahmoud Saleem Alzubi & Abdoulrahman Aljounaidi, 2021. "Mediating Effect of Awareness Factors on the Behavioral Intention to Use In E-Commerce Services in Uzbekistan," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 8(1), pages 29-39, January.
    • Handle: RePEc:bjc:journl:v:8:y:2021:i:1:p:29-39
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijrsi/digital-library/volume-8-issue-1/29-39.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/virtual-library/papers/mediating-effect-of-awareness-factors-on-the-behavioral-intention-to-use-in-e-commerce-services-in-uzbekistan/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    2. Mark H. Troemel & Patricia B. Strait, 2013. "Bedouin Rising: How Saudi Female Entrepreneurs are Leading Saudi Arabia into a Knowledge-Based Economy," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 2, October.
    3. Poh-Ming Wong Winnie, 2014. "The Impact of Trustworthiness and Customer e-Loyalty and e-Satisfaction," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(3), pages 390-408, March.
    4. Hargo Utomo & Mark Dodgson, 2001. "Contributing Factors to the Diffusion of IT within Small and Medium-Sized Firms in Indonesia," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 4(2), pages 22-37, April.
    5. Sandro Castaldo & Katia Premazzi & Fabrizio Zerbini, 2010. "The Meaning(s) of Trust. A Content Analysis on the Diverse Conceptualizations of Trust in Scholarly Research on Business Relationships," Journal of Business Ethics, Springer, vol. 96(4), pages 657-668, November.
    6. Ibrahim Elbeltagi & Neil McBride & Glenn Hardaker, 2005. "Evaluating the Factors Affecting DSS Usage by Senior Managers in Local Authorities in Egypt," Journal of Global Information Management (JGIM), IGI Global, vol. 13(2), pages 42-65, April.
    7. Shirley Taylor & Peter A. Todd, 1995. "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, INFORMS, vol. 6(2), pages 144-176, June.
    8. Tenenhaus, Michel & Vinzi, Vincenzo Esposito & Chatelin, Yves-Marie & Lauro, Carlo, 2005. "PLS path modeling," Computational Statistics & Data Analysis, Elsevier, vol. 48(1), pages 159-205, January.
    9. Dass, Rajanish & Pal Sujoy, 2011. "A Meta Analysis on Adoption of Mobile Financial Services," IIMA Working Papers WP2011-01-05, Indian Institute of Management Ahmedabad, Research and Publication Department.
    10. Christian Mbayo Kabango & Asa Romeo Asa, 2015. "Factors influencing e-commerce development: Implications for the developing countries," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 1(1), pages 59-66, April.
    11. Reinartz, Werner & Haenlein, Michael & Henseler, Jörg, 2009. "An empirical comparison of the efficacy of covariance-based and variance-based SEM," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 332-344.
    12. Barnes, Nora Ganim & Connell, Allison & Hermenegildo, Lisa & Mattson, Lucinda, 1996. "Regional differences in the economic impact of Wal-Mart," Business Horizons, Elsevier, vol. 39(4), pages 21-25.
    13. M. Bourlakis & S. Papagiannidis & Helen Fox, 2008. "E-Consumer Behaviour: Past, Present and Future Trajectories of an Evolving Retail Revolution," International Journal of E-Business Research (IJEBR), IGI Global Scientific Publishing, vol. 4(3), pages 64-76, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Teshabaeva Shakhlo Abdurakhimovna & Mohammad Mahmoud Saleem Alzubi & Abdoulrahman Aljounaidi, 2021. "Proposed Research Model for an Acceptance of E-Commerce Services among the Students in Uzbekistan," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 8(12), pages 62-72, November.
    2. Christian Nitzl & Wynne W. Chin, 2017. "The case of partial least squares (PLS) path modeling in managerial accounting research," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 28(2), pages 137-156, May.
    3. Buil, Isabel & Catalán, Sara & Martínez, Eva, 2020. "Understanding applicants’ reactions to gamified recruitment," Journal of Business Research, Elsevier, vol. 110(C), pages 41-50.
    4. Oguz YILDIZ & Hakan KITAPCI, 2018. "Exploring Factors Affecting Consumers¡¯ Adoption of Shopping via Mobile Applications in Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 60-75, June.
    5. Chung-Ho Su, 2018. "Exploring Sustainability Environment Educational Design and Learning Effect Evaluation through Migration Theory: An Example of Environment Educational Serious Games," Sustainability, MDPI, vol. 10(10), pages 1-26, September.
    6. Mäntymäki, Matti & Riemer, Kai, 2014. "Digital natives in social virtual worlds: A multi-method study of gratifications and social influences in Habbo Hotel," International Journal of Information Management, Elsevier, vol. 34(2), pages 210-220.
    7. Oubrich, Mourad & Hakmaoui, Abdelati & Benhayoun, Lamiae & Solberg Söilen, Klaus & Abdulkader, Bisan, 2021. "Impacts of leadership style, organizational design and HRM practices on knowledge hiding: The indirect roles of organizational justice and competitive work environment," Journal of Business Research, Elsevier, vol. 137(C), pages 488-499.
    8. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    9. Chen, Shih-Chih & Hung, Chung-Wen, 2016. "Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 155-163.
    10. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
    11. Rodríguez-López, María Eugenia & Higueras-Castillo, Elena & Rojas-Lamorena, Álvaro J. & Alcántara-Pilar, Juan Miguel, 2024. "The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    12. Ana León-Gómez & José Manuel Santos-Jaén & Daniel Ruiz-Palomo & Mercedes Palacios-Manzano, 2022. "Disentangling the impact of ICT adoption on SMEs performance: the mediating roles of corporate social responsibility and innovation," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 831-866, September.
    13. Miriam Martens & Oliver Roll & Roger Elliott, 2017. "Testing the Technology Readiness and Acceptance Model for Mobile Payments Across Germany and South Africa," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 14(06), pages 1-19, December.
    14. Nistor, Cristian, 2013. "A conceptual model for the use of social media in companies," MPRA Paper 44224, University Library of Munich, Germany.
    15. Petschnig, Martin & Heidenreich, Sven & Spieth, Patrick, 2014. "Innovative alternatives take action – Investigating determinants of alternative fuel vehicle adoption," Transportation Research Part A: Policy and Practice, Elsevier, vol. 61(C), pages 68-83.
    16. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    17. Naser Zamani & Fatemeh Kazemi & Ehsan Masoomi, 2021. "Determinants of entrepreneurial knowledge and information sharing in professional virtual learning communities created using mobile messaging apps," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 113-127, December.
    18. Jeeyeon Jeong & Yaeri Kim & Taewoo Roh, 2021. "Do Consumers Care About Aesthetics and Compatibility? The Intention to Use Wearable Devices in Health Care," SAGE Open, , vol. 11(3), pages 21582440211, August.
    19. Fahad Asmi & Rongting Zhou & Liu Lu, 2017. "E-government Adoption in Developing Countries: Need of Customer-centric Approach: A Case of Pakistan," International Business Research, Canadian Center of Science and Education, vol. 10(1), pages 42-58, January.
    20. Vinodh Krishnaraju & Saji K Mathew & Vijayan Sugumaran, 2016. "Web personalization for user acceptance of technology: An empirical investigation of E-government services," Information Systems Frontiers, Springer, vol. 18(3), pages 579-595, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjc:journl:v:8:y:2021:i:1:p:29-39. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Renu Malsaria (email available below). General contact details of provider: https://rsisinternational.org/journals/ijrsi/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.