Abstract

The current work is done to find the determinants of the e-commerce implementation from customers’ trust, logistic infrastructure and brand awareness. Data are collected through quantitative method, which involved a questionnaire. A questionnaire was obtained gathering data from 143 respondents in the three universities in Kazakhstan. The questionnaires are based on the customers’ trust, logistic infrastructure, and brand awareness with the e-commerce relationship. Theory of Planned Behavior is used for a research study to explain the influence of e-commerce implementation on consumer’s purchasing behavioral intention. The empirical results revealed that logistic infrastructure and brand awareness are the major determinants.

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