earticle

영어

For a last few years, number of Internet users in the Republic of Uzbekistan has being rapidly increasing. Meanwhile e-commerce in the country has been demonstrating an upward trend, albeit it is still underdeveloped. This research focuses on answering to question whether three factors such as Safety, customer satisfaction, financial affairs, seven criteria such as perceived usefulness, perceived risk, perceived trust and perceived reputation, perceived security, perceived price, perceived payment and 22 sub-criteria which affect the purchase intention in Uzbekistan. In this research the difference of online purchase behavior between young and old generation were determined by analyzing the factors, criteria and sub-criteria over three alternatives such as UZUM.UZ, ALIFSHOP.UZ, OLX.UZ which are the most famous online markets in Uzbekistan. In the process of conducting research, an online survey method was utilized to investigate the issue. In this paper we used Analytical Network Process to analyses seven criteria affecting to the online purchase behavior of young and old generation of Uzbekistan. Furthermore, here are analyzed the third part too called suppliers. In this paper we were analyzed the online purchase behavior of three parts of population and compared them each other. The findings are discussed and can be useful for customers to choosing the best online shopping mall and purchasing online and for e-commerce companies in Uzbekistan in order to make decisions related to marketing activities and selling products and services online.