Understanding Tourist Behavior and Purchase Intentions in the Digital Tourism Economy: A Quantitative Perspective

A quantitative research design was employed using a structured survey administered to 55 respondents. The dependent variable—purchase intention—was treated as an ordinal outcome with five levels ranging from “very unlikely” to “very likely.” Independent variables included demographic factors (age, gender, education, income), behavioral metrics (online shopping frequency, Uzum usage frequency), and attitudinal indicators (importance of online reviews, trust in product descriptions, perceived value for money). Data were analyzed using ordinal logistic regression to determine the statistically significant predictors of purchase intention.
The findings reveal that behavioral variables—particularly the frequency of online shopping—were the strongest predictors of purchase intention. Individuals who rarely or infrequently shopped online were significantly less likely to express high purchase intention compared to weekly users. In addition, source awareness played a critical role: respondents who learned about Uzum Market through friends exhibited a higher likelihood of future purchases, highlighting the importance of peer influence and electronic word-of-mouth (eWOM).