GLOBAL BUSINESS & FINANCE REVIEW, Volume. 27 Issue.

3 (JUNE 2022), 56-74

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ⓒ 2022 People and Global Business Association

GLOBAL BUSINESS & FINANCE REVIEW

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The Effect of E-commerce Service Quality Factors on Customer Satisfaction,

Purchase Intention, and Actual Purchase in Uzbekistan
Veronika Lee, Seungwook Park, DonHee Lee†
Department of Business Administration, INHA University 100 Inha-ro, Michhol-gu, Incheon, Republic of Korea

ABSTRACT

Purpose: The purpose of this study is to analyze the impact of characteristics of the service quality of e-commerce
platforms on customer satisfaction and purchase intention.
Design/methodology/approach: The proposed research model and a set of hypotheses were developed and tested
using structural equation modeling based on data collected from 172 e-commerce users in Uzbekistan.
Findings: The findings of this study revealed that while the responsiveness of e-commerce platforms is non-essen-
tial, website design, reliability, perceived usefulness, and perceived ease of use are essential elements for customer
satisfaction in e-commerce. The results indicated that website design, perceived usefulness, and customer satisfaction
positively affect purchase intention for e-commerce platforms in Uzbekistan.
Research limitations/implications: The study provided that COVID-19 significantly impacted the development and
acceptance of e-commerce platforms in Uzbekistan. The results of this study suggested practical insights for improv-
ing customer satisfaction and service quality on e-commerce platforms in Uzbekistan.
Originality/value: Uzbekistan is a developing country with great potential; however, until recently, little research
has been conducted on the Uzbek e-commerce market. From this perspective, this study fills this gap by analyzing
the relationship among service quality, technology acceptance factors, customer satisfaction, and purchase intention
by applying the initial TAM model. Therefore, it is essential to determine the key factors for improving e-commerce
service quality.

Keywords: Customer satisfaction, Service quality, Technology Acceptance Model (TAM), e-commerce, Uzbekistan

I. Introduction devices to shop via e-commerce platforms than

visiting traditional shopping places (Vasic et al.,
2019). Accordingly, enterprises have adapted to this
The industry 4.0 era has embraced a new and change in customer purchasing patterns. For example,
improved way of doing business by using innovative in 2016, the world’s largest retailer, Walmart (National
digital technology worldwide, which has led to a Retail Federation, 2021), began to acquire retail
shift in customer behavior (Reinartz et al., 2019). e-commerce companies to expand both its business
For example, customers now rely more on digital and customer reach online. Such companies included
Jet.com and Heyneedle (in 2016); Moosejaw, ModCloth,
Bonobos, Parcel, and ShoeBuy.com (in 2017); and
Received: Mar. 28, 2022; Revised: May. 1, 2022; Accepted: May. 9, 2022
Flipkart, Eloquii, Bare Necessities, and Art.com (in
† DonHee Lee
E-mail: [email protected] 2018) (Walmart.com). As such, digitalization has had

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and reproduction in any medium, provided the original work is properly cited.
 Veronika Lee, Seungwook Park, DonHee Lee

an impressive impact on the development of e-commerce. is essential to determine the key factors necessary
Digitalization had also been boosted due to the for improving e-commerce service quality in Uzbekistan.
COVID-19 pandemic. As a result of lockdowns and Müller (1991) suggested that customer satisfaction
social distancing, retail businesses and customers have is a strategic competitive advantage. Meanwhile,
been forced into using an increasing number of Ramkumar et el. (2019) stated that the technology
e-commerce services (Choudhury, 2020). Bhatti et acceptance model’s factors of perceived ease of use
al. (2020) further reported that 52% of United States (PEOU) and perceived usefulness (PU) impact customer
(US) customers avoid going to brick-and-mortar satisfaction. Moreover, Koufaris (2002) also argued
stores and crowded areas, and 36% prefer not to that in the e-commerce environment, PU and PEOU
shop in-store until they have received a COVID-19 are strong predictors of a website’s customer retention.
vaccine. Therefore, COVID-19 has had a significant Accordingly, it is essential to better understand e-
impact on e-commerce growth. For example, Amazon, commerce users’ attitudes toward advanced technologies
the world’s largest e-commerce retailer (National in Uzbekistan.
Retail Federation, 2021), reported $108.5 billion in Previous studies have investigated service quality,
sales in the first three months of 2021, a 44 % increase customer satisfaction, purchase intention, and technology
from 2020. It also saw a profit of $8.1 billion, a 220% acceptance in e-commerce (Moslehpour et al., 2018).
increase from the same period in 2020 (Weise, 2021). However, the Uzbekistan e-commerce market has
Moreover, global digitalization and the COVID-19 only recently emerged; therefore, there is a gap in
pandemic have led e-commerce to significantly the literature. Therefore, this study investigates the
Increase in developing countries where technology relationship between service quality and technology
diffusion is still low (De’ et al., 2020). For example, acceptance factors in Uzbekistan. This study had the
in the Republic of Uzbekistan, many customers have following objectives: (1) to analyze the characteristics
started to use e-commerce despite the lack of of service quality in the e-commerce environment
information technology (IT) infrastructure development. in Uzbekistan; and (2) to examine the relationship
By the end of 2019, the Uzbek market potential was among technology acceptance factors, service quality,
forecasted to reach USD 50 billion by 2050 (Antimonopoly customer satisfaction, purchase intention, and actual
Committee of the Republic of Uzbekistan, com). purchase.
Therefore, as demand and e-commerce market potential The remainder of this paper is organized as follows.
have increased, market competition has become Section 2 provides the literature review and concepts
intense in Uzbekistan. It implies that Uzbekistan underlying theories. Section 3 proposes a research
businesses need to develop sufficient business model and hypotheses development. Section 4 reports
operational strategies in the e-commerce market. the data analysis and results of this study. Section
Gounaris et al. (2010) suggested that a critical 5 presents the conclusion and limitations of the study.
factor for surviving in a fiercely competitive e-environment
is prioritizing service quality. Thus, the biggest
challenge for e-commerce retailers in Uzbekistan is
to improve, gain, and maintain service quality as their II. Literature Review
key competitive advantage. Brady and Robertson
(2001) reported that improving service quality will A. E-commerce
lead to higher levels of customer satisfaction, resulting
in more favorable behavioral intentions. A company The rapid growth of the Internet has dramatically
should offer a superior customer experience through impacted the retail industry and has resulted in an
high service quality to ensure repurchase intention online presence being paramount to achieving a
and brand loyalty (Gounaris et al., 2010). Therefore, it competitive advantage (Lee & Lin, 2005; Dhingra

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et al., 2020). There has been a significant increase for less than 1%, it has a growth rate of 30% (Ubbiniya &
in the popularity of e-commerce, with many customers Diping, 2019).
preferring to shop on e-commerce platforms (McLean Despite its potential, e-commerce remains
& Wilson, 2016; Khatoon et al., 2020). E-commerce underdeveloped in Uzbekistan. However, the situation
shopping has also become increasingly prevalent is changing, and e-commerce has more recently
because companies such as PayPal offer secure payment become a priority. In May 2018, the president of
methods (Nisar & Prabhakar, 2017). E-commerce Uzbekistan signed the decree on measures for the
involves maintaining relationships and conducting ‘Accelerated Development of Electronic Commerce’
business transactions by selling information, services, and approved the ‘Program for the Development of E-
and goods via computer telecommunications networks Commerce’ in Uzbekistan for 2018-2021 (Islamov &
(Zwass, 2022). According to Bloomenthal (2021), Isokhujaeva, 2021). From 2018, the Uzbekistan
the concept of e-commerce includes retail, wholesale, government started paying more attention to the
dropshipping, crowdfunding, subscriptions, physical development of e-commerce, and the ‘Open Digital
products, digital products, and services. Therefore, Ecosystem’ for e-commerce is planning to start
there are vast options for services and products easily operation in 2022 (UZREPORT, 2021). As Uzbekistan
accessible online, which is infinitely more appealing can be seen as an early stage of e-commerce development
to shoppers. E-commerce platforms are beneficial compared to other countries, it is essential to
for both customers and businesses, and they provide understand the factors that influence the value creation
managers with access to a gold mine of analytic tools of service quality in Uzbekistan e-commerce during
to improve effective retailing methods (Trong & Tran, this early development stage.
2021). From the customer perspective, the benefits
of using e-commerce include higher and better-quality
information availability about a product, a more B. Technology Acceptance Model
extensive assortment of products, greater transparency
across vendors, and potentially lower prices (Reinartz Davis’s (1989) technology acceptance model
et al., 2019). (TAM) is one of the most widely used theories in
Law of the Republic of Uzbekistan (2015) defined information systems research (Heikoop et al., 2020).
e-commerce as the “implementation of transactions The TAM explains how the determinants of advanced
by parties stipulated by law for actions and operations technology acceptance enable an understanding of
in negotiating and executing transactions on selling users’ behavior across a broad range of IT. Davis
and delivering goods, operations, provision of services, and Venkatesh (1996) developed the TAM 2 by
and accomplishment of other operations by an adding social influences and cognitive instrumental
agreement concluded with the use of information processes. To ascertain the limitations of the TAM
systems aimed at making a profit based on electronic and TAM 2, Venkatesh et al. (2003) developed the
procedures” (Mekhmonov & Temirkhanova, 2020). unified theory of acceptance and use of technology
Mekhmonov and Temirkhanova (2020) defined e- (UTAUT) by integrating the theory of reasoned action
commerce in Uzbekistan as “a functionally interconnected (Fishbein & Ajzen, 1975), technology adoption model
complex of entities with the participation of buyers, (Davis, 1989), motivational model (Davis et al., 1992),
sellers, financial institutions, elements of unification theory of planned behavior (TPB) (Ajzen, 2002),
of state regulation, transaction security, and information combined TAM-TPB (Taylor & Todd, 1995), model
and communication technologies based on an integrated of personnel computer utilization (Thompson et al.,
approach.” The e-commerce market potential is 1991), innovation diffusion theory (Rogers, 2003),
estimated to be worth around USD 1.2 billion. While and social cognitive theory (Bandura, 1986). The
the share of e-commerce sales in Uzbekistan accounts UTAUT includes performance expectancy, effort

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expectancy, social influence, and facilitating conditions. that guarantees the quality of its systems, staff, and
However, as the UTAUT, similar to the TAM, has suppliers, a company will not deliver the appropriate
been criticized for not capturing all variables related level of service quality to satisfy its customers (Cox &
to the use of technology, Venkatesh et al. (2012) Dale, 2002). Parasuraman et al. (1985) defined service
proposed the UTAUT 2 to incorporate hedonic quality as the distance between customers’ expectations
motivation, price value, and habits (Lee & Lee, 2020). and evaluations on a multi-item scale called SERVQUAL
Two constructs can be easily identified from the (service quality). The SERVQUAL model consists
aforementioned theories: perceived usefulness (PU) of five dimensions: tangibles, referring to the physical
and perceived ease of use (PEOU). According to facilities and appearance of personnel; reliability,
Davis (1989), users will decide whether to adopt new meaning the ability to deliver promised services
IT based on two rational assessments: (1) PU and accurately and on time; responsiveness, which includes
(2) PEOU. PU refers to a user’s expectation that understanding customer needs and providing help
new IT will improve their productivity; PEOU refers quickly; assurance, meaning the knowledge that
to the degree to which a user believes that the system employees must possess to inspire customer trust and
will be easy to use (Davis, 1989; Qiu & Li, 2008). confidence; and empathy, referring to the provision
Moslehpour et al. (2018) stated that PU and PEOU of a caring and personalized customer approach.
influence customer purchase intention online. Many scholars have argued that the components
E-commerce platforms can only be used when of SERVQUAL cannot fully evaluate customers’
available devices with an Internet connection, yet perceptions of service quality in specific industries
such devices remain scarce in developing countries (Cronin & Taylor, 1992). Meanwhile, Gefen (2002)
(Singhal et al., 2013). Meanwhile, Internet access provided that in an e-commerce environment, the
is difficult in developing countries (Singhal et al., SERVQUAL scale did not clearly state the five
2013). Only 60% of the population has access to original service quality dimensions. Many other empirical
the Internet in Uzbekistan, compared to 96% in Europe studies (Wolfinbarger & Gilly, 2003) have made it
(Kemp, 2020). Accordingly, weak national government clear that challenges in measuring web-based service
strategies and the underdevelopment of adequate quality exist due to the differences between web-based
infrastructure and socioeconomics have created and traditional customer service and the importance
significant barriers to the use of e-commerce in of adapting the original SERVQUAL model to the
developing countries (Singhal et al., 2013). Moreover, e-commerce market correctly. Accordingly, in the
the early development stages of the Internet and e-commerce context, many researchers have modified
e-commerce also make it difficult for businesses to SERVQUAL into several models, such as WebQual
digitalize and exploit e-commerce platforms (Kituyi, (e.g., Barnes & Vidgen, 2002), eTailQ (Wolfinbarger &
2020). Hence, even though there are more detailed Gilly, 2003), E-S-Qual (Parasuraman et al., 2005),
and advanced models to examine technology acceptance, and the latest hierarchical model of e-service quality
the current study uses the primary TAM model's proposed (Blut et al., 2015). Thus, the dimensions of
two main constructs (PU and PEOU) because Uzbekistan SERVQUAL and other quality measurement models
is still developing regarding its Internet and IT should be replaced for e-commerce quality.
availability. Previous research indicates three determinants of
service quality are necessary for customer satisfaction
in e-commerce: website design, responsiveness, and
C. Service Quality reliability. Website design factors strongly influence
customer satisfaction, loyalty, and quality judgment
Quality is a key element for a business to be (Wolfinbarger & Gilly, 2003). E-commerce platform
successful (Dale, 1999). Without a management approach responsiveness refers to the frequency with which

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a platform voluntarily provides services to customers environment. Sharma and Lijuan (2015) suggest that
(e.g., customer inquiries, information retrieval, and services provided by website systems influence customer
navigation speed) (Parasuraman et al., 1988; Tran satisfaction in an e-commerce environment. Lin et
& Vu, 2019); it also measures how well a business al. (2011) focused on website system qualities, as
can serve customers when they encounter issues proposed in the information systems success model,
(Gefen, 2002). In addition, e-commerce platforms and other factors, such as product quality, delivery
are reliable if they fulfill orders correctly, deliver quality, and perceived price. They argue that these
products promptly, and keep personal information factors are also important in the online shopping
secure (Tran & Vu, 2019). process as they reflect the outcome of online shopping;
meanwhile, the authors also suggest that customers
consider the product and delivery more important.
D. Customer Satisfaction

Customer satisfaction is a primary goal of e- E. Customer purchase intention

commerce (Anderson et al., 1994) and is viewed as
a critical goal for all business activities (Anderson Purchase intention is a dependent variable that
et al., 1994). No business can survive or maintain concerns several external and internal factors, such
competitiveness without an appropriate level of overall as outcome expectations, values, recommendations,
customer satisfaction (Nisar & Prabhakar, 2017). and emotional associations (Bakar et al., 2018).
Moreover, business theorists emphasize the importance Purchase intention can be defined as a customer’s
of customer satisfaction in a business’s success. It willingness to buy a particular product or service.
is more profitable to retain current customers than E-commerce purchase intention is a customer’s
to win new ones to replace those who leave (Reichheld & willingness to perform a specific behavior to buy
Sasser, 1990). Since customer satisfaction serves as a product or service from an online marketplace.
a baseline for improvement, it is essential to determine The customer’s trust influences the intention in online
its fundamental characteristics. transactions (Kim, 2020). Online purchase intention
Customer satisfaction is also defined as the value- can be defined as a factor that predicts a customer’s
adding difference between a customer’s expectation behavior toward an action that finalizes a negotiation
and experience; in short, customers are satisfied when using the Internet (Mainardes et al., 2019).
the consumed product or service meets or exceeds Zeithaml et al. (1996) defined purchase intention
their expectations (Suchánek & Králová, 2018). In as a dimension of behavioral intention. Examining
the e-commerce context, Hansemark & Albinson (2004) purchase intention helps predict actual customer
define satisfaction as “the fulfillment of requirements, behavior (Ajzen & Fishbein, 1980). The same applies
goals, or desires, and this can be reflected by the in an e-commerce environment since purchase intention
overall customer attitude toward e-commerce retailers, can characterize customers’ actual purchasing behavior
or is an emotional interaction with respect of between in an online shopping environment. Thus, purchase
what online customers expect and what they obtain.” intention is the most accurate predictor of customers’
In short, e-satisfaction is described as customer actual purchase behavior online.
satisfaction that comes from previous purchase
experiences with certain e-companies. E-satisfaction
is an essential component in determining the success
of online shopping (Vasic et al., 2019).
Previous studies have investigated the factors
influencing customer satisfaction in the e-commerce

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III. Research Model and Hypothesis also addressed that PU positively influences user
Development satisfaction in the e-commerce environment. PEOU
plays a crucial role in predicting and determining
users’ desire to use an information system and drives
E-commerce platforms' service quality provided customer satisfaction when shopping online (Hendar
by e-commerce platforms and technologies should & Rhemananda, 2020; Yang et al., 2021). Further,
be adequate to increase customer satisfaction and it plays a significant role in providing high customer
purchase intention. Thus, SERVQUAL and TAM satisfaction because it increases efficiency when using
were adapted to suit Uzbekistan’s e-commerce market a service and enhances customer trust (Gefen, 2002).
based on the literature review. The service quality Alalwan (2020) proposed that PEOU positively
dimensions in the e-commerce environment included influenced customer satisfaction when using e-commerce
website design, reliability, and responsiveness. PU in Jordan.
and PEOU were adopted from the TAM. Overall, a prospective customer’s ease of use and
This study examines how service quality dimensions usefulness in accessing relevant information on an
and technology acceptance factors affect customer e-commerce website, social media account, and so
satisfaction and purchase intentions in e-commerce. on can affect the extent to which they feel in control
It also examines the impact of (1) customer satisfaction of a website (Kandampully et al., 2016). Ngubelanga
on purchase intention; (2) customer satisfaction on and Duffett (2021) suggested that PU and PEOU
actual purchase; and (3) the relation between purchase were positively associated with e-commerce service
intention on the actual purchase. Figure 1 shows the users’ satisfaction. Thus, the following hypotheses
proposed hypotheses and research model. are proposed.

H1: Perceived usefulness of an e-commerce

A. Hypothesis development platform will have a positive effect on customer
satisfaction.
According to Lan et al. (2021), e-commerce service H2: Perceived usefulness of an e-commerce
providers’ PU is one of the most important determinants platform will have a positive effect on customer
of customer satisfaction. Humbani and Wiese (2019) purchase intention.

Figure 1. Research Model

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H3: Perceived ease of use of an e-commerce et al. (1985) suggested that reliability means that a
platform will have a positive effect on customer business will conduct a service correctly the first time
satisfaction. and fulfill its promise. E-commerce platforms must
H4: Perceived ease of use of an e-commerce provide customers with error-free services and secure
platform will have a positive effect on customer online transactions to satisfy them (Lee & Lin, 2005).
purchase intention. According to Parasuraman et al. (1988) and Gajewska
et al. (2019), reliability is the most critical factor
While offline businesses always have service when assessing the quality of e-commerce service.
personnel to help customers during the purchasing Hong et al. (2019) prove that reliability in the e-
process, customers who use e-commerce services commerce environment is strongly influential on
complete the entire purchase process without customer satisfaction and purchase intention. Wilson
assistance (McLean & Wilson, 2016). Therefore, and Christella (2019) addressed that customer satisfaction
when shopping online, the only contact point between is highly related to reliability in the Indonesian
a business and customers is the business’s website e-commerce industry. Thus, the following hypotheses
or user interface. Hence, website design is a key are proposed.
factor in the success of e-business because it provides
potential customers with their first impression (Tandon H7: The reliability of an e-commerce platform
et al., 2020). A sophisticated website design will will have a positive effect on customer satisfaction.
maximize customer reach, customer satisfaction, and H8: The reliability of an e-commerce platform
customers’ revisit intention (Lan et al., 2021). will have a positive effect on customer purchase
Rita et al. (2019) empirically provided that the intention.
overall service quality of e-commerce is closely
related to customer satisfaction. Rashid and Rokade Sheng and Liu (2010) defined responsiveness as
(2019) suggested that customer satisfaction and service the promptness of an e-commerce service provider’s
quality significantly influenced customer retention, response to a customer. Ali and Raza (2015) and
market share, and profitability. Moreover, customers’ Dhingra et al. (2020) argued that responsiveness is
satisfaction levels are strongly associated with repeat critical for retaining customer satisfaction and loyalty.
purchase intention (Lan et al., 2021). As previous Rita et al. (2019) suggested that responsiveness
studies have suggested that website design is directly positively and closely correlates with satisfaction and
related to the user interface (Blut, 2016; Cao et al., repurchase intention in e-commerce. The results of
2005; Rita et al., 2019), it is important for creating other studies have revealed that customer satisfaction
customer satisfaction and purchase intention. Accordingly, and responsiveness are significant predictors of customer
website design is recognized as a predictor of customer purchase intention (Khatoon et al., 2020). The literature
satisfaction and purchase intention. Therefore, the has also provided empirical evidence that supports
following hypotheses are suggested. website responsiveness as one of the most critical
service quality attributes for e-commerce platform
H5: The website design of an e-commerce platform users. Moreover, Ali and Raza (2015) provided that
will have a positive effect on customer satisfaction. responsiveness has a positive and significant impact
H6: The website design of an e-commerce platform on customer satisfaction in Pakistani Islamic banks’
will have a positive effect on customer purchase electronic platforms; Pakistan is also a developing
intention. country like Uzbekistan. Therefore, the following
hypotheses are suggested.
Reliability refers to the ability to perform a task
correctly and unfailingly (Raza et al., 2020). Parasuraman H9: The responsiveness of an e-commerce platform

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will have a positive effect on customer satisfaction. IV. Research Methodology

H10: The responsiveness of an e-commerce platform
will have a positive effect on customer A. Data Collection
purchase intention.
The questionnaire for this study was prepared based
Satisfaction is closely related to customer attitude on the literature review and underwent a double
and directly influences their positive purchase intention translation protocol (Survey Research Center, 2011).
(Chiu & Cho, 2021). The previous studies have also The questionnaire was first developed in English and
confirmed a significant relationship between e-commerce then was translated into Uzbek and Russian by a
platforms’ service quality, customer satisfaction, and bilingual faculty member in the service management
purchasing behavior (Blut et al., 2015; Dash et al., area. The Uzbek and Russian versions of the questionnaire
2021). Moreover, Chek and Ho (2016) addressed were then translated into English by another bilingual
the evidence that if a customer previously had a faculty member in the management field. Afterward,
good purchasing experience from a website, they these two bilingual faculty members examined the
would be likely to repurchase from the same website. translated English versions of the questionnaires to
Chi (2018) also provided that customer satisfaction confirm no significant difference.
regarding website use would positively affect their A pretest of the questionnaires, either Uzbek or
intention to purchase from that website. Russian, was conducted with ten respondents aged
Mahadin et al. (2020) argued that customer satisfaction over 19 years to confirm no semantic problems. After
is necessary for repurchase intention to promote a that, the questionnaires were posted on several social
sustainable relationship with customers, while Ali networking sites and emailed to targeted respondents.
Abumalloh et al. (2020) suggested that customer The data were collected from May 1 to July 30,
satisfaction announces online purchase intention. 2021. Participation was voluntary; subjects gave informed
Quan et al. (2020) reported that customer satisfaction, consent for inclusion before participating in the study.
customer retention, and repurchase intention are Respondents had to meet the selection criteria: they
positively correlated. The theory of reasoned action had to be aged over 19 years and have visited an
proposes that behavior can be predicted from intentions e-commerce platform, made a purchase on an e-
that correspond directly (in terms of action, target, commerce platform, or used an e-commerce service
and context) to that behavior (Ajzen & Fishbein, at least once in the past three years. A total of 280
1980). Purchase intention can be used to represent questionnaires were completed, 45 of the Uzbek-
customers’ actual purchasing behavior in an online language version and 135 of the Russian-language
shopping environment (Nisar & Prabhakar, 2017). version. Of the 280 responses, 172 (61.4%) were suitable
Therefore, a customer’s purchase intention will provide for the study. Table 1 presents the 25 items used
an acceptable proxy for their actual online purchase to measure each construct in the study. All questions
behavior. The following hypotheses are developed. were measured using a seven-point Likert-type scale
(1 = strongly disagree, 7 = strongly agree), except
H11: Customer satisfaction will have a positive for inquiries related to respondents’ demographics.
effect on purchase intention. The respondents’ demographic characteristics are
H12: Customer satisfaction with an e-commerce summarized in Table 2. 100% of respondents had
platform will have a positive effect on the experienced purchasing on an e-commerce platform.
actual purchase. 53% of respondents used two or more e-commerce
H13: Customer purchase intention of an e-commerce platforms for their purchases, 24% used only webpages,
platform will have a positive effect on the and 11% used Instagram. About 40% of respondents
actual purchase. had used e-commerce services four to five times

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Table 1. Measurement Items

# Construct Measurement Reference

1 "A" retailer makes it easier to shop
Perceived
2 "A" retailer provides fun buying experience Davis [30]
usefulness
3 "A" retailer enables more efficient shopping
4 Navigation at the "A" retailer is understandable and clear
Davis [30];
Perceived
5 "A" retailer is easy to use Kassim and Abdullah
ease of use
[49]
6 It would be easy for me to become skillful at using "A" retailer
7 Information at "A" retailer is well organized
Website Blut [17];
8 The text on the "A" retailer's website is easy to read for me
design Cao et al. [20]
9 I have experienced correct technical functioning on "A" retailer's website
10 "A" retailer shows a sincere interest in solving customers’ problems
Gefen [38];
11 Reliability When "A" retailer promises to do something at a particular time, it does so
Lee and Lin [57]
12 "A" retailer has adequate security
13 "A" retailer is prompt in replying to queries/requests
Cao et al. [20]; Gefen
14 It is easy to get in contact with "A" retailer [38]; Kassim and
Responsiveness
15 "A" retailer is always willing to help customers Abdullah [49]; Lee and
Lin [57]
16 Loading time when buying via "A" retailer is reasonable
17 "A" retailer fully meets my needs
Raza et al. [78];
Customer
18 I am generally satisfied with total experience of buying via "A" retailer Rita et al. [81];
satisfaction
Vasic et al.[95]
19 I feel pleasure when buying via "A" retailer
20 I will repurchase from "A" retailer in the future
Purchase Raza et al. [78];
21 I will recommend using "A" retailer to other people
ntentions Rita et al. [81]
22 I would like to say positive things about "A" retailer to other people
23 I usually use the "A" retailer to purchase products/services at least once
in a few month
Actual Cho et al. [24];
24 purchases I purchase products/services from the "A" retailer on regular basis Shi et al. [85]
25 I have bought many products/services from the "A" retailer

during the past six months. 71% of respondents bought As shown in Table 4, the percentage of goods
at least two types of goods on e-commerce platforms. bought at e-commerce platforms gradually grew from
As presented in Table 3, 66 respondents (38%) 2018 to 2020 in Uzbekistan. Respondents (74.42%)
had experienced returning the purchase. 37% of these are willing to continue to purchase goods on e-commerce
66 respondents had returned a purchase one to three platforms even after COVID-19.
times during the past six months. 23% of people,
who experienced returning the purchase, claimed they
returned a purchase because of a mismatch with the B. Variables of the Model
description, and 13% simply changed their mind.
30% found it easy to return a purchase, and 31% SPSS 21.0 and AMOS 21.0 were used for data
were satisfied with the return policy and procedure analysis and perform confirmatory factor analysis
(5% were very satisfied). Meanwhile, 8% said it was (CFA) to examine the reliability and validity of the
not easy to return the purchase, and 6% were not measurement model. To test the hypotheses, structural
satisfied (1% were not satisfied at all). equation modeling was employed.

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Table 2. Characteristics of Respondents

Percentage Percentage
Dimensions Item Frequency Dimensions Item Frequency
(%) (%)
Female 102 59.30 Actual purchase Yes 172 100.00
Gender
Male 70 40.70 experience No 0 0.00
Using at least 2
19-20 22 12.79 91 52.91
platforms
21-30 128 74.42 Types of Web page 42 24.42
Age e-commerce
31-40 16 9.30 Instagram 19 11.05
platforms
41-60 5 2.91 Telegram 16 9.30
51-60 1 0.58 Others 4 2.33

Single 112 65.12 More than 3 times

Purchase 64 37.21
Marital status and less than 6 times
frequency
Married 60 34.88 during last 6 More than 6 times 47 27.33
month
Tashkent 140 81.40 Less than 3 times 61 35.47
Place Purchasing at least
Other cities 32 18.60 122 70.93
2 types of goods
Corporate worker 70 40.70 Apparel and shoes 25 14.53
Student 61 35.47 Digital devices 9 5.23
Types of goods
Other 16 9.30 purchased Cosmetics 8 4.65
Profession
Unemployed 13 7.56 Food/Groceries 4 2.33
Freelancer 10 5.81 Other 3 1.74
Entrepreneur 2 1.16 Books 1 0.58

Table 3. Order Returning Experience of Respondents

Dimensions Item Frequency Percentage(%)

No 106 61.63
66 38.37
The number of times of more than 1 less than 3 63 95.45
returning goods in last
more than 3 less than 5 2 3.03
three month
more than 5 times 1 1.52
The reason for returning Item details were different from the description 39 59.09
Order goods
I have changed my mind 22 33.33
returning
experience Yes Other 5 7.58
Whether it was easy to Yes 52 78.79
return goods
No 14 21.21
Satisfaction level after Satisfied 45 68.18
returning the goods
Not satisfied 11 16.67
Very satisfied 8 12.12
Not satisfied at all 2 3.03

First, principal component analysis (PCA) was the relationships between factors. Second, confirmatory
performed using varimax factor analysis to clarify factor analysis (CFA) was performed on the adapted

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survey instrument to reaffirm the results of the PCA. Gerbing, 1998); standardized factor loading should
Reliability was tested using Cronbach’s alpha, as shown be above 0.6 (Hu & Bentler, 1999). Table 5 shows
in Table 5; all the coefficients for the constructs exceeded the results of the standardized factor loadings and
the threshold value of 0.70, which means that all t-values for measurement variables of CFA with all
constructs meet the reliability criteria (Nunnally, 1978). standardized factor loadings exceeding 0.7.
Table 5 presents the results of PCA using the The average variance extracted (AVE) and composite
varimax rotation matrix. The factor loading values reliability (CR) are needed to reach an acceptable
of eight components were above 0.60. CFA was used level of 0.5 and 0.6, respectively. As shown in Table
to assess overall measurement quality (Anderson & 5, there are no validity problems. Regarding the t-value,

Table 4. COVID-19 Related Experience of Respondents

Percentage Percentage Percentage

Dimensions Item Frequency Frequency Frequency
(%) (%) (%)
Year 2018 2019 2020
Percentage of less than 20% 135 78.49 99 57.56 54 31.40
goods bought at
more than 20% less than 50% 22 12.79 56 32.56 78 45.35
e-commerce
platform in more than 50% less than 70% 9 5.23 12 6.98 33 19.19
2018-2020 more than 70% 6 3.49 5 2.91 7 4.07
Percentage
Dimensions Item Frequency Dimensions Item Frequency Percentage
(%)
Frequency of strongly agree 72 41.86 Willingness to strongly agree 66 38.37
purchasing at continue to
agree 45 26.16 agree 62 36.05
e-commerce purchase goods at
platform has neither agree nor 26 15.12 e-commerce neither agree nor 30 17.44
increased after disagree platforms after disagree
COVID-19 disagree 18 10.47 COVID-19 is over disagree 10 5.81
strongly disagree 11 6.40 strongly disagree 4 2.33

Table 5. Results of Cronbach’s Alpha, AVE, CR, PCA, and CFA

PCA CFA
Composite
Construct Variables Factor Standard Cronbach's α AVE
Eigen value t-value reliability (CR)
loading factor loading
PU1 0.647 0.767 -
Perceived
PU2 1.179 0.734 0.797 10.23 0.812 0.652 0.849
usefulness
PU3 0.708 0.772 9.918
PEU3 0.741 0.784 -
Perceived
PEU3 1.102 0.709 0.838 10.94 0.828 0.685 0.867
ease of use
PEU3 0.74 0.738 9.657
WD1 0.712 0.733 -
Website design WD2 10.718 0.676 0.716 8.476 0.779 0.561 0.793
WD3 0.716 0.758 8.898
RES1 0.799 0.74 -
RES2 0.773 0.745 9.114
Responsiveness 1.472 0.832 0.557 0.834
RES3 0.744 0.776 9.46
RES4 0.645 0.717 8.774

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 Veronika Lee, Seungwook Park, DonHee Lee

Table 5. Continued

PCA CFA
Composite
Construct Variables Factor Standard Cronbach's α AVE
Eigen value t-value reliability (CR)
loading factor loading
REL1 0.763 0.753 -
Reliability REL2 2.069 0.728 0.757 9.271 0.813 0.583 0.808
REL3 0.722 0.799 9.7
SAT1 0.766 0.805 -
Customer
SAT2 0.96 0.792 0.905 13.68 0.894 0.789 0.918
satisfaction
SAT3 0.73 0.873 13.13
PI1 0.753 0.814 -
Purchase
PI2 0.891 0.76 0.905 13.86 0.893 0.737 0.893
intentions
PI3 0.74 0.859 13.04
AP1 0.763 0.718 11.24
Actual purchase AP2 0.782 0.875 0.908 15.59 0.873 0.626 0.833
AP3 0.863 0.895 -

Table 6. Results of Fit Indices for CFA

Fit measurement χ2 /d.f (p) GFI RMR IFI NFI TLI CFI RMSEA
Measurement index 1.388(<.01) 0.872 0.043 0.963 0.88 0.955 0.963 0.047
Recommendation index < 2.5(>.05) > .900 < .080 > .900 > .900 > .900 > .900 < .050
Note: IFI: incremental fit index, TLI: Tucker-Lewis index

the greater the magnitude of the t-value, the greater to the model’s degree of freedom. The RMSEA
the evidence against the null hypothesis. This indicates estimates the lack of fit in a model compared to
that there is greater evidence for a significant difference. a perfect model. Based on all statistics, the model
The closer the t-value is to zero, the more likely fits the data very well and generates a good fit.
there is no significant difference. Therefore, the measurement model is a good fit for
Table 6 shows that the goodness of fit index (GFI) the collected data.
and normalized fit index (NFI) are 0.872 and 0.880, The convergent validity was estimated based on
respectively, which is slightly lower than the recommended testing the AVE. The prerequisite of convergent
value of 0.9 (Joreskog & Sorbom, 1996) but is still validity is that the AVE crosses the lower limit of
acceptable (Bagozzi and Yi, 1988). The root mean acceptability of 0.50 (AVE ≥ 0.50). The AVE values
square residual (RMR) is 0.043, which is smaller for all model variables are over 0.50, with the lowest
than the value of 0.80, which indicates that it is value being 0.746 for responsiveness, meaning that
acceptable. The non-incremental fit index, such as the the prerequisite is fulfilled (see Table 7).
comparative fit index (CFI), is 0.963, which exceeds
the recommended cut-off level of 0.9 (Bagozzi &
Yi, 1988). Finally, the root mean square error of C. Hypothesis Testing
approximation (RMSEA) is 0.047, which suggests
that the data have a good fit (Bagozzi and Yi, 1988). The results of the goodness of fit test for the
According to Hu and Bentler (1999), and RMSEA proposed research model are the following: CFI =
value of ≤ 0.06 indicates a good-fitting model relative 0.963, RMSEA = 0.047, RMR = 0.043, incremental
fit index = 0.963, Tucker-Lewis index = 0.955, and

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Table 7. Result of Discriminant Validity Test

Website Responsiv Perceived Perceived Customer Purchase Actual

Factor Reliability
design eness usefulness ease of use satisfaction intention purchase

Website design 0.749

Reliability 0.654 0.764
Responsiveness 0.524 0.678 0.746
Perceived usefulness 0.695 0.621 0.701 0.807
Perceived ease of use 0.709 0.650 0.607 0.698 0.828
Customer satisfaction 0.711 0.621 0.435 0.655 0.676 0.888
Purchase intention 0.709 0.611 0.547 0.704 0.610 0.691 0.858
Actual purchase 0.497 0.416 0.315 0.518 0.484 0.519 0.528 0.712
CR 0.561 0.557 0.583 0.652 0.685 0.789 0.737 0.626
AVE 0.793 0.834 0.808 0.849 0.867 0.918 0.893 0.833
Note: CR (Composite Reliability) = ∑ (factor loading)2 / [(factor loading)2 + ∑ (error)] AVE = ∑ (factor loading)2 / [ ∑ (factor loading)2
+ ∑ (error) ]

Table 8. Results of Hypotheses Test

Unstandardized Standardized
Hypothesis t-value Results
coefficient coefficient
*
H1 Perceived usefulness -> Customer satisfaction 0.302 0.300 2.183 accepted
*
H2 Perceived usefulness -> Purchase intention 0.334 0.282 2.028 accepted
H3 Perceived ease of use -> Customer satisfaction 0.259* 0.254 2.096 accepted
H4 Perceived ease of use -> Purchase intention -0.061 -0.051 -0.430 rejected
H5 Website design -> Customer satisfaction 0.297* 0.294 2.197 accepted
H6 Website design -> Purchase Intention 0.320* 0.276 2.052 accepted
H7 Responsiveness->Customer satisfaction -0.252 -0.252 -2.045 rejected
H8 Responsiveness -> Purchase intention 0.078 0.066 0.540 rejected
*
H9 Reliability -> Customer satisfaction 0.234 0.250 2.054 accepted
H10 Reliability -> Purchase Intention 0.089 0.081 0.671 rejected
H11 Customer satisfaction -> Purchase intention 0.312** 0.265 2.342 accepted
H12 Customer satisfaction -> Actual purchase 0.393** 0.308 2.780 accepted
H13 Purchase intention -> Actual purchase 0.350** 0.323 2.908 accepted
* p<.05; ** p<.01

χ2/df = 1.388; the normalized fit index (0.88) and The results imply that the PU and PEOU of an
goodness of fit index (0.872) were below the required e-commerce platform influence customer satisfaction.
threshold. For H2, the standardized path coefficient between
Table 8 presents the results of the significance PU and purchase intention was 0.282 and statistically
test for hypotheses tests. For H1 and H3, the significant at the 0.05 level, supporting H2. For H4,
standardized path coefficient between customer the standardized path coefficient between PEOU and
satisfaction and PU (H1) was 0.300, and PEOU (H3) purchase intention was -0.051 and insignificant, thus
was 0.254. These coefficients are statistically not supporting H4. These results indicate that it is
significant at the .05 level, supporting H1 and H3. essential for e-commerce platform users in Uzbekistan

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 Veronika Lee, Seungwook Park, DonHee Lee

to feel that it is more efficient and productive to is still weak. It means that Uzbek people do not
shop online to have the intention to purchase online. have full trust in e-commerce platforms. Although
Meanwhile, an e-commerce platform’s ease of use the reliability of an e-commerce platform positively
does not make a difference. Technology in Uzbekistan affects customer satisfaction (H9), the reliability of
is still underdeveloped, especially when compared an e-commerce platform does not directly affect
to South Korea. Therefore, it may be concluded that purchase intention (H10).
Uzbek consumers can not yet fully acknowledge the For H12 and H13, the standardized path coefficient
ease of use of the e-commerce platform. However, between actual purchase and customer satisfaction
the result of this study did not satisfy previous studies’ (H12) and purchase intention (H13) were 0.308 and
results. Thus, over time when technology development 0.323, respectively. H12 and H13 were statistically
in Uzbekistan will be more advanced, there is a need significant at the .01 level, supporting H12 and H13.
to investigate this hypothesis. In addition, website The results imply that a high level of customer
design, PU, and customer satisfaction have a positive satisfaction positively affects purchase intention and
effect on purchase intention at e-commerce platforms actual purchase. These results were similar to the
in Uzbekistan. previous study (e.g., Dhingra et al., 2020).
For H5, H7, and H9, the standardized path coefficient
between customer satisfaction and website design
(H5), responsiveness (H7), and reliability (H9) were
0.294, -0.252, and 0.250, respectively. H5 and H9 V. Conclusions
were statistically significant at the .05 level, supporting
H5 and H9. However, H7 was not significant, thus
not supporting H7. These results suggest that while This study combines the SERVQUAL and TAM
e-commerce platforms’ responsiveness is non-essential, models to empirically analyze the factors influencing
website design and reliability are important factors customer satisfaction, purchase intention, and actual
for improving customer satisfaction in e-commerce. purchase via e-commerce in Uzbekistan. It explores
For H6, H8, H10, and H11, the standardized path the relationships between website design, responsiveness,
coefficient between purchase intention and website reliability, PU, PEOU, customer satisfaction, purchase
design (H6), responsiveness (H8), reliability (H10), intention, and actual purchase.
and customer satisfaction (H11) were 0.276, 0.066, The study results confirmed positive relationships
0.081, and 0.265, respectively. H6 and H11 were between PU and customer satisfaction (H1), PU and
statistically significant at the 0.05 level, supporting purchase intention (H2), and PEOU and customer
H6 and H11. Therefore, the results imply that website satisfaction (H3) in Uzbek e-commerce. The study
design is crucial and significantly affects customer results confirmed the positive effects of website
purchase intention. However, H8 and H10 are not design (H5 and H6) on customer satisfaction and
significant, thus not supporting H8 and H10. Responsiveness purchase intention in Uzbek e-commerce. The study
in this study did not affect the purchase intention confirmed positive relationships between reliability
and customer satisfaction. This result implied that and customer satisfaction (H9) and customer satisfaction
e-commerce retailers in Uzbekistan did not reply and purchase intention (H11) in Uzbek e-commerce.
quickly as requested by customers. Therefore, this The study results confirmed the positive effects of
research suggested that an operation strategy based customer satisfaction (H12) and purchase intention
on the characteristics of the people of that country (H13) on actual purchases in Uzbek e-commerce.
is necessary to promote consumer purchase intention. However, no positive relationships were found between
As e-commerce development has recently started in PEOU and purchase intention (H4), responsiveness,
Uzbekistan, customers' trust in online transactions and customer satisfaction (H7) and (H8), as well as

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GLOBAL BUSINESS & FINANCE REVIEW, Volume. 27 Issue. 3 (JUNE 2022), 56-74

between reliability and purchase intention (H10) in As shown in Tables 2, 3, and 4, survey results also
Uzbek e-commerce. provide the importance of managing several sales
The results of this study imply that Uzbek e- channels when managing e-commerce in Uzbekistan.
commerce customers are more concerned with how Managers should focus on using a multi-channel
the PU of a particular e-commerce platform can retailing strategy, the wider the variety of goods that
increase their productivity than with the PEOU of e-commerce platforms can offer, and retailers might
that platform. Therefore, to increase sales, e-commerce provide a more detailed description on their platforms
platforms should devise more creative ways of helping so that customers are not confused and/or reduce returns.
customers to save time and shop more efficiently
rather than simplifying their services. The easier it
is for users to access e-commerce platforms, the A. Implications of the Study Results
greater the chance that they will use the platforms
to shop (Lee & Lee, 2020). E-commerce platforms’ Examining online customer behavior requires
website design quality is critical for driving traffic, continuous attention from academic scholars and
website retention rates, and actual purchase. It also industry practitioners. The results of the study provide
implies that businesses should provide high-quality the following academic values. First, in the context
experiences to attract customers to their websites (Lan of the Industry 4.0 era, this study uses the TAM
et al., 2021). to assess technology acceptance in Uzbekistan. Since
Uzbek customers tend not to care about how promptly the current e-commerce market in Uzbekistan is just
an e-commerce retailer responds to their queries. This emerging, the initial model was used in this study.
may be explained by providing a detailed website This study expands the TAM by showing that although
design so that a customer does not need to interact the world is rapidly changing, the initial TAM or
with a service provider. These findings align with other later models may still be used depending on
the earlier literature that supports responsiveness not the areas and/or countries they are applied to. Second,
affecting customer satisfaction (Lan et al., 2021). In Uzbekistan is a developing country with great potential;
addition, e-commerce users want to feel secure however, until recently, little research has been
regarding privacy protection and transaction safety. conducted on the Uzbek e-commerce market. Since
Therefore, stating and abiding by clear privacy policies 2018 the number of e-commerce-related papers has
may lead to greater customer satisfaction (Kim, 2020). been rising, but most papers are review articles
Customers who are more satisfied with an e-commerce (Islamov & Isokhujaeva, 2021). They give a general
retailer’s performance are more likely to have overview of the e-commerce market or criticize the
purchase intentions and actual purchases. e-commerce market by providing opinions for future
As shown in Table 4, the percentage of goods development. From this perspective, this study fills
bought at e-commerce platforms gradually grew from this gap by analyzing the relationship between service
2018 to 2020. In fact, in 2018, almost 80% of respondents quality, technology acceptance factors, customer
used e-commerce platforms to buy less than 20% satisfaction, and purchase intention by applying the
of their purchases, but in 2020 nearly 30% of initial TAM model.
respondents answered the same. Therefore, this study Regarding this study’s practical implications,
demonstrates that purchases on e-commerce platforms findings and implications of the study may allow
increased year to year in Uzbekistan. Moreover, 68% e-commerce retailers in Uzbekistan to deepen their
of respondents agreed that their purchasing frequency understanding of both the positive factors and
via e-commerce platforms was affected by COVID-19. hindrances to develop strategies for attracting more
Thus, COVID-19 significantly impacted the development customers. According to this paper, Uzbek e-commerce
and acceptance of e-commerce platforms in Uzbekistan. users are not interested in the retailers’ responsiveness,

70
 Veronika Lee, Seungwook Park, DonHee Lee

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