The Intention to Use On-line Shopping for Buying Diet Products in Uzbekistan : the Mediating Effect of Religious Commitment

서지정보

· 발행기관 : 한국무역상무학회
· 수록지 정보 : 무역상무연구 / 97권 / 141 ~ 156페이지
· 저자명 : 아지즈벡 우라임조노프, 박현재

초록

This study investigates the relationship between three independent variables (subjective norms, compatibility and security) and the perceived usefulness for the intention to use online shopping. This paper also aims to find whether religious commitment plays a role as a mediator in the relationship between perceived usefulness and the intention to use. The research survey collected 200 samples and finally 189 samples were used for empirical analysis. The results of the analysis are as follows ; First, there is a significant positive relationship between compatibility and perceived usefulness. It signals that generation Y female in Uzbekistan to buy diet products over online shops had concern about current needs and lifestyles. Second, religious commitment played a role as a mediator in the model. The findings indicated that generation Y female in Uzbekistan to buy diet products over online shops had consideration about their religion because they believe in Muslims. So the online shoppers should keep the rule of Muslim when they operate online shops in Uzbekistan and related online shoppers should also think about the components of religious commitment like no pork ingredient, no alcohol, and no any blood additives.

참고자료

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