Uloženo v:
| Hlavní autor: | |
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| Médium: | Recurso digital |
| Jazyk: | |
| Vydáno: |
Zenodo
2026
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| On-line přístup: | https://doi.org/10.5281/zenodo.19625254 |
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Obsah:
- <p>The rapid growth of online shopping has significantly transformed the retail sector. As a result, traditional brickand-<br>mortar stores are increasingly encouraged to adopt digital strategies in order to remain competitive and relevant in<br>the market.<br>This trend is particularly important in developing economies such as Uzbekistan, where small and medium-sized<br>enterprises (SMEs) face growing pressure to modernize their operations and expand their market reach. Therefore,<br>this study aims to examine the key factors, challenges, and effects associated with the integration of e-commerce into<br>traditional retail, with a particular focus on the influence of digital platforms such as Uzum Market, ZoodMall, and OLX.<br>The study is based on established theoretical frameworks, including the Technology Acceptance Model and the Diffusion<br>of Innovation, which help explain the factors influencing technology adoption. A mixed-methods approach is employed,<br>combining quantitative survey data collected from owners and managers of traditional retail businesses with qualitative<br>insights obtained through case studies and interviews.<br>The research examines key organizational determinants such as business readiness, perceived benefits, competitive<br>pressure, and customer preferences, while also evaluating their relationship with e-commerce adoption and overall<br>business performance.<br>The expected findings suggest a positive relationship between e-commerce integration and improvements in sales<br>performance, operational efficiency, and customer outreach. At the same time, several barriers remain, including limited<br>digital skills, financial limitations, infrastructural challenges, and resistance to organizational change. In addition, the study<br>highlights the increasing importance of digital ecosystems, particularly the role of Uzum, in improving access to online<br>marketplaces and accelerating digital transformation among SMEs.</p>