Abstract
The purpose of this study is to explore the factors that influence Muslim Consumers in purchasing halal products through the digital marketplace, using the unified theory of acceptance and use of technology (UTAUT). The approach of this study was based on the UTAUT's constructs such as performance expectancy, effort expectancy, social influence, and facilitating conditions toward behavioral intention and use behavior. There were 296 data collected through an online questionnaire from Muslim consumers in Indonesia by using the purposive sampling method. The structural equation modeling (SEM) Amos application was used to analyze the data of this study. The results of this study indicated that performance expectancy and social influence significantly affected the behavioral intention of Muslim consumers in purchasing halal products through the digital marketplace. On the other hand, effort expectancy had no significant effect on behavioral intention.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
