On May 6, 2026, the Westminster School of Business (WBS) hosted a research colloquium featuring Fazilat Abdukhamidova, PhD candidate in Management. She presented her study titled, "Determinants of Online Subscription Adoption in an Emerging Market: Evidence from Uzbekistan Using the UTAUT2 Model".
The research explored the key factors influencing the adoption of online subscription services in Uzbekistan, an emerging and rapidly digitalizing market. Using the UTAUT2 framework and data from 372 respondents, the findings revealed that habit, ease of use, enjoyment, and access to infrastructure are the strongest drivers of adoption. Interestingly, traditional factors such as performance expectations, social influence, and price were found to play a limited role in shaping subscription behavior.
Following the presentation, the presenter received valuable recommendations from academic staff members to further strengthen her research.
