Global Journal of Management and Business Research, B: Economics and Commerce, Volume 21 Issue 5

million purchase locally and USD 650 million internationally 11 . In the first half of 2020, the total amount of the e-commerce market reached USD1 billion 12 Among SCO member states B2C e-commerce is least developed in Kyrgyzstan, Uzbekistan, and Tajikistan. More than half of Kyrgyzstan and Uzbekistan population have an internet, but the online shoppers’ percentage is below 10 percent. In 2019 the e- commerce indicators of Uzbekistan were increased by 6.7 times and online shopping amounted to USD 26 million, which is 11 percent of the total trade volume of Uzbekistan . 13 . As a country that was ranked 121stin the B2C e-commerce index, the e-commerce situation in Tajikistan remains unclear. As of 2013, there were no online stores in Tajikistan and according to IMF 14 However, the main online shopping concepts were established in the Western countries (Usunier J et. al, 2005), and the results may not be applicable to SCO countries (Ibrahim A. et. al, 2010; IbrahimA. et. al, 2014). , Tajikistan Government is planning to improve a digital economy and up surge financial inclusion from 47 percent in 2017 to 65 percent in 2022. Despite these goals, the Digital 2021 Global overview report stated that only 430 thousand Tajikistani consumers made a purchase online and/or paid bills online as of January 2021, which is 13 percent of total internet users in Tajikistan. As shown above, the B2C e-commerce situation varies among SCO member states. In summary, the overall e-commerce purchase statistics are low: as of January 2021, the average internet penetration in SCO member states was 56 percent, and only 19 percent of total internet users made online purchases and/ or paid bills online. Without doubt there are economic, infrastructural and politic factors on e-commerce adoption in SCO member states. However, this paper will precisely focus on demographic and cultural factors of e-commerce adoption in SCO region. Factors affecting adoption of e-commerce and hypotheses development Demographic factors As e- commerce consumers consist of heterogonous groups with different needs and expectations, from the beginning of the 2000 s researchers started analyzing the socio-demographic factors impacting the online purchase of consumers (Farid et.al , 2016; Jung Wan, 2010) Based on researches it was concluded that age, education, gender, employment, and income have a significant influence on consumers’ intention to purchase online (Tan M et. al, 2000; WuSi, 2003; AfizahH et. al, 2009;BenekeJ et. al, 2010; Leo Sin et. al, 2001) 11 https://primeminister.kz/ru/news/obem-rynka-elektronnoy-torgovli- za-i-polugodie-2020-goda-sostavil-435-mlrd-tenge-2861921 12 https://kursiv.kz/news/rynki/2020-06/za-10-let-obem-rynka-elektron noy-torgovli-v-kazakhstane-vyros-v-20-raz 13 https://yuz.uz/ru/news/elektronnaya-torgovlya-v-mire-i-uzbekistane 14 https://pressroom.ifc.org/all/pages/PressDetail.aspx?ID=26386 Therefore, we have are search gap on demographic factors, which influence the e-commerce adoption in SCO member states. Age According to Hwang and James (Hwan get.al , 2006; James W. et.al, 2017), retailers and marketers should consider different age groups, as they have different online purchasing behavior. Chaney and Williams (Chaney et.al, 2017; Williams et.al, 2011) classified age groups into: Silent generation (1930- 1945), Baby boomers (1946-1964); Generation X (1965- 1977); Generation Y (1978-1994); Generation Z (1995- 2009) and Generation Alpha (2010onwards). Parment A’s two studies (Parment A, 2011, 2013) on different age groups reported that each generation differs by preferences and values, which forms choices, methods for shopping. Jokisuu (Jokisuu et. al, 2007) stated that age-relate dissues for older people such as deteriorating eyesight, motor functions, and cognitive capabilities are causing problems for thee-commerce adoption. This view was broadened by Donna and Reisenwitz (Donna W. et. al, 2010; Reisenwitz et.al , 2009), who reported that people born between 1930-1945 are not likely to use information technologies and therefore don’t purchase online much. Furthermore, among all generations’ Baby boomers understand the usefulness of e-commerce, but has lowest opinion regards its trust worthiness. The prevailing amounts of studies are conducted on differences and e-commerce usage of Generation X and Y (Lissitsa S et.al , 2016; Reisenwitz TH et.al, 2009; Jokisuu E. et.al , 2007; VigilK, 2006). The first generation, whose internet consumption exceeded the television consumption, is Generation Y. However according to Barnikel, Vigil, and Bhatnagar (Barnikel, 2005; Vigil, 2006; Bhatnagar A et.al , 2004) they use less online banking than Generation X.Lissitsa (Lissitsa S. et. al, 2016) stated that although Generation Y use internet more than Generation X, the percentage of online purchases is prevailing among Generation X. As for Generation Z, Flippin, Priporas, and Jorge (Flippin et.al ., 2017; Priporas et.al ., 2017; Jorge Viera et.al ., 2020) characterized them as generations with trust and experience in technologies, who are doing a lot of research before purchasing and like to share their opinions on digital platforms. Therefore, the following hypothesis is proposed: Hypothesis 1: Online purchase is prevalent among young consumers of SCO member states. Gender Men and women differ not only in physical roles, but also in consumer behavior (Mitchell et.al , 2004), adoption of technology (Slyke et.al , 2010; Frederick P et.al , 2018), and the question of how much they differ in online purchase requires empirical research. Demographic and Cultural Factors Influencing the Adoption of B2C E-Commerce in SCO Region © 2021 Global Journals 29 Global Journal of Management and Business Research Volume XXI Issue V Version I Year 2021 ( ) B