THEORETICAL FOUNDATIONS OF CONSUMER BEHAVIOR RESEARCH IN THE ELECTRONIC COMMERCE MARKET
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This article analyzed the theoretical foundations of consumer behavior in the electronic commerce market. Within the scope of the study, the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), as well as the concepts of trust and perceived risk were examined. Based on a systematic literature review, the psychological, technological, and social factors shaping online purchase decisions were systematized in an integrated manner. The findings demonstrated that trust, website quality, perceived ease of use, and social influence functioned as the primary determinants of purchase intention. Furthermore, in the context of developing economies, particularly Uzbekistan, the growth of e-commerce was shown to be closely linked to strengthening consumer trust and improving digital trade infrastructure.
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