KICHIK BIZNES SUBYEKTLARIDA INTERNETMARKETING TEXNOLOGIYALARIDAN FOYDALANISH SAMARADORLIGINI BAHOLASHNING EKONOMETRIK TAHLILI VA EMPIRIK NATIJALAR
DOI:
https://doi.org/10.5281/zenodo.21966862Abstract
Ushbu maqolada O‘zbekiston kichik biznes subyektlarida internet-marketing
texnologiyalaridan foydalanish samaradorligi ekonometrik usullar asosida tahlil qilinadi. Tadqiqotda 20
ta turli sohalarni qamrab oluvchi kichik biznes subyektlarining 2021–2025-yillardagi ma’lumotlari asosida
korrelyatsion va regressiv tahlillar o‘tkazilib, marketing investitsiyalarining qaytimi (ROMI)ga ta’sir etuvchi
asosiy omillar aniqlangan. Tadqiqot natijalari shuni ko‘rsatadiki, tadbirkorning raqamli savodxonlik darajasi
β=5,82 va foydalanilayotgan vositalar soni β=3,41 ROMIga eng kuchli ijobiy ta’sir ko‘rsatadi, marketing
budjeti hajmi β=0,97 esa nisbatan past ta’sir kuchiga ega. Shuningdek, kichik biznesda internet-marketing
siyosatining to‘rt tipologik modeli aniqlanib, ular o‘rtasidagi samaradorlik farqlari statistik jihatdan ahamiyatliligi
isbotlangan.
Keywords
Kichik biznes, internet-marketing, ROMI, raqamli savodxonlik, regressiya tahlili, tipologik modellar, O‘zbekiston.References
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