Using the Unified Theory of Acceptance and Use of Technology to Explore the Factors Influencing Muslim Consumers in Purchasing Halal Products

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.