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Abstract
Abstract: This article looks at how people in Uzbekistan from Generation Z buy things online, with an emphasis on those aged 18 to 26. As internet infrastructure and smartphone use grow in Central Asia, e-commerce sites like Uzum Market, Olcha, and Instagram Shops have become the most popular places for young people to shop. This article examines the principal psychological, social, and technical aspects influencing online shopping choices among young Uzbek consumers, using insights from worldwide consumer psychology research and regional digital adoption statistics. The research examines the impact of trust, peer influence, platform usability, and influencer marketing on purchase intention. The article also looks at how people in Uzbekistan act as consumers compared to how people in Generation Z act as consumers throughout the world. It shows both similarities and differences in how people from different cultures act. The results have real-world uses for both local and foreign firms who want to connect with young Uzbek customers in the digital marketplace.
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