Exploring factors that influence Muslim intention to purchase online ...

Exploring Factors that Influence Muslim Intention to Purchase Online Montadzah Ambag Abdulgani and Mohd Adam Suhaimi Department of Information Systems, Kulliyah of Information and Communication Technology International Islamic University Malaysia (IIUM), Kuala Lumpur 50728, Malaysia E-mail: mon [email protected], [email protected]

Abstract— This paper focuses on the factors that influence Muslim intention to purchase online. There are mounting concerns among Muslims regarding online transaction from technological and Shariah perspectives which require researchers to examine. Discussion on the intention to purchase in e-commerce environment can be largely found in the literature; yet, it scarcely looks from the Islamic perspective. Library research is employed to search for information on essential factors underpinning intention to purchase online in e-commerce setting. Review of existing literature sheds light on some conditions related to aspect that influence intention to purchace online such as: Shariah compliant, trust, integrity, competence, benevolence, web quality, third party assurance, trustors propensity, religious commitment, trustworthiness and perceived risk. Investigating these factors will rationalize the concern of Muslim buyers online.

activities on earth as long as it did not contradict with the Islamic principles. In Islam there is no isolation between the spiritual and material (ritual and ordinary actions), for all actions performed in obedience to the command of God are considered as the acts of virtue and half of the religious duty including ecommerce. The first part of this paper described e-commerce. Secondly, the literature reviews about the factors that influence Muslim intention to purchase online in e-commerce setting. The final section is the conclusion.

Keywords— intention to purchase; commerce Shariah compliant; trust

Abbass and Ibrahim [3] proposed a bimodal aim to create a multilateral system to increase trust in e-commerce among consumers. It is based on Trusted Third Party, which establishes a database containing a unique number for each citizen Assurance Key (AK). AK is composed of 16 digits in addition to the number of the state that consists of the three digits, a symbol of the continent, and includes an image of the face of the citizen to check it out thru face recognition (FR). Accordingly, these consumers can be buying and selling online which increases trust in ecommerce between the consumers. This system helps to increase trust in the electronic transactions relating to egovernment anywhere and anytime without physical attendance. Amin [4] examine e-business from Islamic perspectives. He addressed the issue of e-business concepts, the legality of e-business from an Islamic point of view, prospects and challenges of Islamic e-business in a Malaysia context. In Islam, e-business is a permissible means of doing business provided it is performed in the boundary of Shari’ah Islamiyyah. More importantly, Islamic e-business provides services as permitted in the religion of Islam, in which they are deceit-free transactions and also free from gharar in a business transaction. Butt and Aftab [5] empirically investigate the influence of consumer attitude towards Halal banking on e-service quality and e-satisfaction, in an online Islamic banking context. The results of this research suggest that attitude towards Halal banking positively influences perceived eservice quality and overall e-satisfaction with the online

trustworthiness;

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I. I NTRODUCTION Ecommerce referred to the use of information and communication technologies to network economic activities and processes, in order to reduce information related to transaction costs to gain a strategic, information advantage [1]. One major application on the Internet is Electronic Commerce (e-commerce). With the advent of e-commerce, stores have come to our doorstep. We can buy anything, from anywhere. Unlike traditional business, the consumer does not directly interact with the dealers. The consumer often encounters lucrative deals from dealers he/she has not heard about. The dealer could be fraudulent, may not have return policies, and could misuse credit and personal information. How does the consumer protect himself against the bad guys while dealing freely with the good ones? The major source of information available about these Web dealers is on the dealers website. It is difficult for individual consumers to rely on this information for their transactions. According to Zainul [2] that from Islamic point of view, e-commerce has a similar definition with the conventional commerce, but some rules and obligations must be aligned with the need of Islamic principles and permissible by Islam. As mentioned in Holy Quran: And when the prayer is finished, then you disperse through the land, and seek the Bounty of God, and remember God much, that you will prosper (62:10). This verse clearly shown that Allah allowed His servants to do whatever

II. PREVIOUS WORK A. Shariah Compliant

services of Islamic banks. Furthermore, perceived online service quality enhances customer e-satisfaction and their e-loyalty towards the bank. Similarly, e-trust mediates the relationship between e-satisfaction and e-loyalty. This study enhances our understanding of how specific religious attitudes can positively influence consumer assessments of a bank’s perceived e-service quality and their overall esatisfaction with it. Mokhtar [6] says that there are growing concerns among e-commerce customers particularly among Muslims regarding on-line transaction both from technological and Shariah perspectives which require researchers to scrutinize its application into a new dimension. Whilst Bai as-Salam involves transaction by the way the customers up front the payments prior to delivery of the purchased items, e-commerce transactions are carried out through almost similar processes via on line medium. Issues concerning purchasing on-line, the medium of transaction or internet, e-payment mode are mong new challenges that require Islamic scholars and researchers to broaden the scope of definition beyond the traditional context. This study sheds light and expands a new definition and tools of Bai asSalam as one of many ways of transactions in Islam based on a comparative analytical study between the two concepts of transactions. Muhammad et al. [7] studies indicate that trust has a significant impact on users acceptance of e-commerce. As religion is one of the factors that helps to gain trust among Muslim internet users to conduct e-commerce, it is therefore pertinent to explore how to build online trust through an analysis of the essential requirements of e-commerce from the perspective of Islamic law of contract. The existing literature sheds light on some conditions related to offer and acceptance (form), buyer and seller (parties), and object and price (subject matter) of sale contracts concluded via online environment. Zainul et al. [2] says that many Muslims are wondering whether this new form of commerce is acceptable from the Syariah (Islamic Law) point of view. the paper discussed about e-commerce and transaction, business in Islam, ecommerce in Islamic perspective which cover the legality of e-commerce, Islamic business ethics in e-commerce, legitimacy of e-commerce contract, types of contract in Islam, validity of e-commerce from Islamic view, and payment for e-commerce transaction, characteristics of producers, rights of producer, and rights of consumer. This research paper [2] concludes the above mentioned area with the support mainly from the Holy Book (The Quran) and the practices of Prophet Muhammad (peace be upon him). B. Trust Trust is used to describe a willingness to depend or to become vulnerable to the other party when one cannot control the other partys actions [8-9]. Trust is considered to be one of the central mainstays of commerce and has been embodied in its market structures and processes throughout the centuries. As traditional frameworks of business

evolve rapidly in e-commerce, it is becoming obvious to all players that the underlying trust mechanisms of the offline world are not being communicated effectively in the online world. The absence of a universal consensus on how trust is established in virtual markets and the difficulties in communicating to disparate parties the tailored information they need to develop trust is one of the most significant inhibitors to the development of e-commerce [10]. Throughout the history of commerce, trust issues have always been very important and have affected brand, business strategy, organizational structure, business processes and the multiple supporting operational practices that accompany the daily business operations. For example, in the off-line world of business-to-business (B2B) commerce, the 20% of the sales force that sells 80% of the volume attribute their successes to the trust-based relationships they have built with their clients [11]. Researchers credit trust with lowering transaction costs in uncertain environments resulting in competitive advantages for the trusted firms [12]. There is a whole body of work that studies the importance of trust to the success of strategic alliances [13]. Exchange relationships that are built on only the material benefits of the exchange, without trust, shared goals and values are likely to require more expensive and sophisticated control systems and to suffer from higher turnover [14]. A market system needs to offer mechanisms to capture feedback on transactions so that low-quality sellers are penalized with lower prices otherwise high quality sellers will desert the market and a market for lemons will be all that remains [15]. The importance of trust has not been diminished in the world of electronic commerce. Indeed it has been described as the currency of the Internet where companies that want to do business on the Web must learn to effectively provide trusted information, advice and service. The market capitalization of many dot-com companies is being directly tied into how well investors believe the company has effectively resolved online trust issues, especially as many of the traditional financial metrics are not used to justify dot-com market values [16]. Some researchers have suggested that the main reason for this sizeable price dispersion is due to differences in levels of consumer trust. In the early stages of online ecommerce, trust proved to be a critical factor in stimulating purchases over the Internet [17]. C. Third Party Assurance Third Party Assurance may persuade even a person who does not feel safe about the web in general that a particular site is safe because it has the endorsement of a third party whose role is to ensure that web vendors behave ethically and competently [18]. Third-party ratings are communicated online in a number of ways including seals of approval, trust marks, directories of trusted sites, trust infomediaries, and label bureaus. To date, the use of seals of approval and trust marks are the most popular means of communicating trusted third-party ratings on the Web. Examples include BBBonline (www.bbb.online.org), TRUSTe

(www.truste.org) and VeriSign (www.verisign.org). Research has shown that displaying licensed Web based seals of approval can help to establish trustworthiness [19], however, these seals can easily lose credibility if they fail to enforce the standards that they represent. For example TRUSTe has been criticized for not taking harsher measures against members that have committed glaring violations of their privacy contracts, including such companies as Microsoft, Hotmail, Real Networks, Healtheon, AltaVista, CBS.com, and Excite.com [20]. D. Trust Propensity Trust Propensity is an individual trait defined as general willingness based on extended socialization to depend on others [21-22]. The impact of the trust antecedents can be influenced by the propensity of the individual to trust. Hofstede found that this trait is dependent on cultural background, personality type, and developmental experience [23]. The propensity to trust is a personality trait that moderates the effect of trustworthiness attributes on the formation of trust. This position is supported by Mayer, Davis, and Schoorman [8]. When deciding whether and how much to trust, consumers look for cues (e.g., trustworthiness attributes). Trust propensity magnifies or reduces the signals the cues provide. This moderation effect acts positively in the sense that the higher the level of trust propensity, the greater the impact of trust attributes on the formation of trust. E. Religious Commitment Religious Commitment means that devout followers of religions are expected to abide by the rules set by their religious doctrines. Buyers trust and like an e-commerce site affiliated to their own religion [24]. Muhammad et al. [25] posit that the use of information and communication technology for online commercial transactions may pose some Shariah issues. Thus, they examine the permissibility of online transactions from the Shariah perspective, particularly in the context of Islamic law of contract and analyze whether or not e-commerce transactions satisfy the Shariah requirements. Findings indicate that Amazons online transactions generally satisfy the Shariah requirements of a valid contract except in two scenarios; (i) transactions involving impermissible (nonhalal) products such as alcohol, pork, non-halal food and beverages, tobacco and tobacco-related products as well as Shariah non-compliant entertainments or music and (ii) payment modes using conventional credit cards (riba). Suhaimi et al. [26] says that Muslim consumers are beginning to be more concerned whether the current ecommerce processes are mixed with un-Islamic elements such as, riba (interest), gharar (uncertainty), and Maisir (gambling). To clarify the misconception, it is suggested that an assurance be given by a reputable Islamic religious authority to the effect that Internet seller complies with an Islamic law (Shariah) compliant e-commerce model. In

addition to third party assurance from an Islamic religious authority, the other factors such as trustworthiness of Internet sellers, perceived risk of online transaction and quality of the websites also have been included in the framework. F. Trustworthiness Trustworthiness relates to the vendors perceived integrity and competence, and vendors security and privacy controls [27]. Trustworthiness is suggested to be the most critical construct that focus for online medium currently. Trust has been conceptualized as a crucial antecedent and outcome of buyer-seller relationship development [28]. Yoon [29] defined trust as the ability to accept or approve of something without investigation or evidence. Trust also can be defined as a governance mechanism in exchange relationships that are characterized by uncertainty, vulnerability, and dependence. Trustworthiness could be defined as the reliability and dependability of the vendor offering products or services [30]. Recently, there has been much discussion about the role of trustworthiness in an online environments where the absence of face-to-face contact and other tangible cues make consumers hesitate to participate ecommerce activity[28]. Relationship between consumers and online companies that have had no prior association is expected to emerge online and to start small actions that initially require little reliance on trust. Developmentally, if actions are reciprocated by partners, trustworthiness will be increased [9]. Thus, the trust becomes more important in an online environment where evaluation of trustworthiness solely depends on the interactive communication [31]. Even though trustworthiness assumes variety of forms, there is a commonality in its core in that trustworthiness is the trustors expectation of good will on the part of a particular, and specifiable trusted party [32]. Trust can be broken if the vendor engages in illegitimate businesses or when there is a general disregard for privacy and security. Since trustworthiness, has been shown to exert a significant and direct influence on purchase intention, increasing concerns related to trust over a period of time can negatively influence purchasing behavior. G. Integrity Integrity is the expectation that another will act in accordance with socially accepted standards of honesty or a set of principles that the trustor accepts, such as not telling a lie and providing reasonably verified information [22]. Trusting belief-integrity means that one believes that the other party makes good faith agreements, tells the truth, acts ethically, and fulfills promises [7]. This would reflect the belief that the Internet vendor will come through on its promises and ethical obligations, such as to deliver goods or services or to keep private information secure. Thus, integrity is more about the character of the trustee than about the trustor-trustee relationship [33].

H. Competence Competency is the capacity for producing a desired result or effect [34] and also connote a set of skills applicable to a single, fixed domain [8]. According to Gefen and Straub [35] that reducing social uncertainty, understanding, predicting and controlling the behavior of other people is a central motivating force of human behavior. When rules and customs are not sufficient, people rely on trust and familiarity as primary mechanisms to reduce social uncertainty. The relative dearth of regulations and customs on the Internet makes consumer familiarity and trust especially important in the case of e-commerce. Yet, the lack of an interpersonal exchange and the one-time nature of the typical business transaction on the Internet make this kind of consumer trust unique, because trust relates to other people and is nourished through interactions with them. The study shows the influence of social presence on these dimensions of trust, especially benevolence, and its ultimate contribution to online purchase intentions [35]. I. Benevolence Benevolence is the extent to which one partner is genuinely interested in the others welfare and is motivated to seek mutual gain [36]. Benevolence is the perception of a positive orientation of the trustee toward the trustor [8]. Benevolence includes favorable motives and not acting opportunistically or manipulatively [37]. Trusting beliefbenevolence means that one believes that the other party cares about one and is motivated to act in ones interest. A benevolent Internet vendor would not be perceived to act opportunistically by taking advantage of the trustor. Benevolence reflects the specific relationship between trustor and trustee, not trustee kindness to all [33]. J. Web Quality Web Quality means that if consumers perceive the Web site is of high quality, they will assume that the Web vendor has positive attributes and will form trusting intentions [37]. The six success dimensions of the DeLone and McLean IS Success Model can be applied to the ecommerce environment as follows: (i) System quality, in the Internet environment, measure the desired characteristics of an e-commerce system. Usability, availability, reliability, adaptability, and response time (e.g., download time) are examples of qualities that are valued by users of an ecommerce system. (ii) Information quality captures the ecommerce content issue. Web content should be personalized, complete, relevant, easy to understand, and secure if prospective buyers or suppliers are to initiate transactions via the Internet and return to a site on a regular basis. (iii) Service quality, the overall support delivered by the service provider, applies regardless of whether the support is delivered by the IS department or a new organizational unit or is outsourced to an Internet service provider. This dimension is more important in an ecommerce environment

than ever before, because the users are now customers rather than employees, and therefore, poor user support will translate into lost customers and lost sales. (iv) Usage measures everything from a visit to a Web site and navigation within the site to information retrieval and execution of a transaction. (v) User satisfaction is an important means of measuring customers opinions of an e-commerce system and should cover the entire customer experience cycle from information retrieval through purchase, payment, receipt, and service. (vi) Net benefits are the most important success measures, because they capture the balance of the positive and negative impacts of e-commerce on customers, suppliers, employees, organizations, markets, industries, economies, and even society as a whole [38]. According to Lowry [39] that trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown Web sites. They explore how less-familiar ecommerce Web sites can use branding alliances and Web site quality to increase the likelihood of initial consumer trust. The paper [39] result shows that the most important constructs for increasing initial trust in experimental context are branding and Web site quality.

K. Risk Perception Perceived Risk is a combination of uncertainty plus seriousness of outcome involved and the expectation of losses associated with purchase and acts as an inhibitor to purchase behavior [40]. Both trust and perceived risk are essential constructs when studying contexts where uncertainty is present [8]. However, perceived risk has not received as much attention in the research investigating ecommerce consumer behavior as trust. This is interesting given that perceived risk has been found to be a construct related to uncertain situations. Within the context of ecommerce, perceived risk should play an important role in determining consumer behavior because of the high degree of uncertainty and risk found in most on-line transactions [9]. Perceived risk has been a major construct studied in the marketing field for a long time. Bauer (1960) first introduced the idea of perceived risk into the marketing literature when he conceptualized consumer behavior during transactions as a form of risk taking. Bauer believed that the consumer engaged in risk taking behavior due to the fact that they are engaging in behavior which will produce consequences that cannot be predicted with certainty. The results from engaging in a transaction can only be known after the fact; thus the consumer is forced to deal with the uncertainty of the transaction outcomes. Bauer (1960) went on to define perceived risk as the combination of uncertainty plus seriousness of outcomes associated with a purchase decision. One important contribution made by Bauers (1960) work is the view that perceived risk is a subjective assessment made by the consumer, an assessment that may not reflect the true circumstances regarding the transactions [41].

Figure 1. Muslim Intention to Purchase Online Framework.

L. Intention to Purchase Framework Intention to Purchase means consumers intentions to make online purchase from a firm [42]. To what extent does trust in the company influence the intention to buy at a specific website? The existing empirical evidence suggests that trust in the company negatively influences the perceived risk that is associated with buying something on the internet [43]. Perceived risk can be regarded as a consumer’s subjective function of the magnitude of adverse consequences and the probabilities that these consequences may occur if the product is acquired [44]. The more a person trusts the internet company, the less the person will perceive risks associated with online buying. Perceived risk, in turn, negatively influences the attitude towards internet shopping. Trust in the online store may also directly influence this attitude [9]. III. CONCLUSION E-commerce is allowed from the Islamic perspective [27] as long as it complies with the general principles and essential requirements of Islamic law. Shari’ah-compliant e-commerce, trust, integrity, competence, benevolence, web quality, third party assurance, trustors propensity, religious commitment, trustworthiness and perceived risk may increase and influence Muslim intention to purchase online. This study enriches the existing body of knowledge by providing a new insight for understanding factors that influence intention to purchase in e-commerce setting. Future study should attempt to empirically validate the factors identified. R EFERENCES [1] T. R. Leinbach and S. D. Brunn, ”Worlds of E-Commerce: Economic, Geographical, and Social Dimensions,” ed: Wiley Online Library, 2002. [2] N. Zainul, et al., ”E-Commerce from an Islamic perspective,” Electronic Commerce Research and Applications, vol. 3, pp. 280-293, 2004.

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