THE ROLE OF DIGITAL TRUST IN SHAPING ONLINE PURCHASE INTENTION: A CONCEPTUAL FRAMEWORK FOR UZBEKISTAN'S E-COMMERCE MARKET

This paper examines digital trust as a key determinant of consumer purchase intention in online retail. Despite the rapid growth of online marketplaces and digital payments in Uzbekistan, many consumers remain cautious about buying online because of uncertainty about product quality, payment security and seller reliability. Drawing on the Theory of Planned Behavior and the Technology Acceptance Model, the study develops a conceptual framework in which platform credibility, social proof and perceived ease of use shape digital trust, while perceived risk moderates the link between trust and purchase intention. Four hypotheses are formulated, and a survey-based research design using structural equation modeling is proposed for their empirical testing. The findings are expected to help e-commerce companies design trust-building strategies adapted to the Uzbek market.