AN EMPIRICAL ANALYSIS OF THE FACTORS SHAPING CONSUMER BEHAVIOR THROUGH DIGITAL PLATFORMS IN UZBEKISTAN.

Abstract

The rapid development of the digital economy has fundamentally transformed consumer behaviour in the tourism industry by increasing the role of digital platforms in travel planning, information search, service comparison, booking, and post-purchase interaction. This study presents an empirical analysis of the factors shaping consumer behaviour through digital platforms in Uzbekistan. The research examines the influence of platform quality, service transparency, pricing policies, electronic payment security, online reviews, and demographic characteristics on consumers' tourism-related purchasing decisions. The study is based on survey data, statistical information, and secondary sources to evaluate consumers' attitudes towards digital tourism services and their behavioural patterns before and after purchasing tourism products. The findings indicate that digital platforms have become the primary source of tourism information, while online reviews, platform credibility, and active interaction between tourism companies and consumers significantly influence purchase intentions. The results further reveal that socio-economic characteristics such as age, gender, education, income, marital status, and place of residence affect consumer behaviour at different stages of the purchasing process. The study concludes that improving digital platform functionality, strengthening consumer trust, and enhancing interactive communication can contribute to greater adoption of digital tourism services and support the sustainable digital transformation of Uzbekistan's tourism sector.