Research in Electronic Commerce Frontiers, Volume 3, 2016 www.seipub.org/recf doi: 10.14355/recf.2016.03.002
Investigating Customer’s Intention to Purchase Online Based on Sharia Perspective Abdalslam S Imhmed Mohmed1, Nurdiana Binti Azizan2, Mohd Zalisham Jali3 Faculty of Science and Technology, Universiti Sains Islam Malaysia, 71800 Nilai Malaysia Abdul.abdo99@gmail.com; 2 Nurdiana@usim.edu.my; 3Zalisham@usim.edu.my
1
Abstract E‐commerce is the process of sharing business information, maintaining business relationship and performing business transactions via computer networks. E‐commerce is helpful of sharing and exchanging of information, building of relationship and conducting of business transactions by organisations using internet technologies. Due to fraudulent or misuse of personal information, online purchase intention and demand for secured online transaction have been declined. Thus, the main objective of the paper is to investigate customer’s intention to purchase online from small and medium enterprises (SMEs) based on Sharia perspective. Quantitative method was utilized for the data collection and statistical analysis. Data is collected using probability purposive sampling technique and the respondents were the consumers having experience of purchasing through e‐ commerce. Data was analysed using structural equation modelling technique to confirm the hypothesis developed. The quantitative findings revealed that beta coefficient of information quality and behavioural attitude was having high influence on intention to purchase through e‐commerce by 0.378 and 0.351. With the significant standardized regression weights of all the constructs and items, the overall square multiple correlation was found to be 0.72 (72%) which is considered as very strong and significant finding of the study. This paper contributes to the purchase intention debate extending the TPB framework by the inclusion of sharia perspective and information quality as antecedent factors. Although the results revealed that there is no product difference in behavioural intention, the findings may not be applicable to all the products and its categories. Further consideration should be given to SMEs managers to encourage customers with the usage of e‐commerce for their products bounded with sharia instruments. Keywords E‐commerce, Theory of Planned Behavior, Purchase intention, Sharia Perspective
Introduction E‐commerce is a way of sharing and exchanging of information, building of relationship and conducting of business transactions by organisations using internet technologies (Simmons, Armstrong, & Durkin, 2008). However, differentiating between commerce, ecommerce and m‐commerce, Maamar (2003) used the bargaining power and negotiation of customers. Traditional commerce includes buying, selling auctioning and clearing of goods and services to overcome the needs of customers, whereas e‐commerce concept represents an enhance view of traditional commerce as it enhances the use of new technologies and infrastructure to complete the transaction and transfer of information phase. The function of e‐commerce in SMEs includes the provision of new opportunities and generation of new revenue streams in the global market. SMEs in developed countries have started adopting e‐commerce in their businesses; but the developing countries like Malaysia, and other Islamic countries are still reluctant to use e‐commerce in their business operations. Hence, it becomes essential to indicate issues that determine the behavioural intention of customers when performing e‐commerce dealings of products on SME websites. By definition, e‐commerce is a concept that describes the process of sharing business information, maintaining business relationship and performing business transactions via computer networks (Chaffey, 2007). The function of e‐commerce in SMEs includes the provision of new opportunities and generation of new revenue streams in the global market. SMEs in developed countries have started adopting e‐commerce in their businesses; but the developing countries like Malaysia, and other Islamic countries are still reluctant to use e‐commerce in their business operations. Hence, it becomes essential to indicate issues that determine the behavioural intention of customers when performing e‐commerce dealings of products on SME websites. One of the objectives of this study is to determine the intention to purchase from e‐commerce as provided by SMEs, and to get a general knowledge about these intentions. Other objectives of this study include the determination of the impact of such Islamic 7
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factors as Islamic awareness and Islamic background on the intention to purchase goods and services through ecommerce. Also, identifying the behaviour of customers will assist SME managers to predict the intention of further and future e‐commerce use. Literature Review Since the adoption of information technology systems in SME’s is wide comparing with some developed countries, therefore e‐commerce can’t be implemented without major hinders, and in order to make the adoption of e‐ commerce successful, these hinders must be identified and removed before stating the adoption of e‐commerce and conducting business online. This opinion is identical with Mansor and Abidin (2010) who found that the level of applying e‐commerce among SMEs is still at its infancy. They added that SMEs need to be convinced rather than coerced into getting their business online, and they discovered that government policy is the hindrance factor for SMEs to adopt e‐commerce. With more efforts put by the government to create interest of SMEs in ecommerce application, the lesser were their involvement. Efforts were taken by the government urging the local SMEs not to wait long to adopt e‐commerce. The works of Abdulgani and Suhaimi (2014) revealed that usually, consumers are attracted dealers with cost‐ effective deals, this happens when such unbelievable deals are available on the dealer’s website. This hints of some fraudulent or misuse of credit and personal information. Niesel (2011) revealed that developing online trust and coping with the risks of online transactions are major challenges of e‐commerce in the Malaysian e‐commerce industry. With increasing ecommerce research emerging (Bouhlel, Mzoughi, Ghachem, & Negra, 2010; Ling, Chai, & Piew, 2010; Meskaran, Ismail, & Shanmugam, 2013; H. San Martín & Herrero, 2012), online purchase intention and the demand for secured online transaction have progressed because awareness has been created on such issues as security, privacy, trust and consumer’s awareness. Through the study of e‐commerce, customer’s behavioral intention and trust have been studied for many years, there are not enough studies that can tread the sharia aspect. Trust and assurance have a significant impact on the motivation of consumers, their acceptance and their intention when purchasing online. Still, in their studies, they emphasised that it might result in a negative consequence when the overall e‐commerce industry is concerned due to the inability to the quench the eccentric desire of Muslim internet users (Muhammad and Muhammad, 2013). Other studies have, however, shed more light on e‐commerce adoption within various contexts, still these studies are found to be limited to technological and socioeconomic factors (Darbanhosseiniamirkhiz & Wan Ismail, 2012; Mukhtar & Mohsin Butt, 2012; S. San Martín, Camarero, & San José, 2011). In contrast, the main focus of this study is based on religion‐centric perspective. This research seeks to explain customers’ intention in using and adopting e‐commerce platforms which are provided by SMEs. There is a particular purpose, in developed countries, about the concept of purchase intention, which has been particularly focused on by previous studies (Chibelushi & Costello, 2009; Dwivedi, Papazafeiropoulo, & Scupola, 2009; Karakaya & Shea, 2008; Mohamad & Ismail, 2009) as well as in developing countries (Duncombe, 2011; Olatokun & Kebonye, 2010; Sin Tan, Choy Chong, Lin, & Cyril Eze, 2009; Sutanonpaiboon & Pearson, 2006). They have concluded that the chapter on e‐commerce adoption is old whereas; others have urged for the new dimensions of understanding e‐commerce adoption issues by customers. This study assumes that attitude and subjective norm are the main influential factors that affect the personal behavior and intention of buyers, as examined by many scholars with this regard. As for as TRA theory is considered to be very useful when predicting behavior Abbas and Nik (2010), the TRA has sufficiently addressed the impact of the “attitude” and “subjective norm” factors on the internet usage behavior among buyers Albarq and Alsughayir (2013), while TPB is found to be a superior theory in predicting intention and behavior, although the prediction of self‐reported observed behavior in using e‐commerce (Armitage and Conner, 2001) and in particular TPB shows the approbation of the fact that subjective norms are correlated with the intention of internet users (Terry and Hogg, 1996), while TAM is one of the most influential extensions of Ajzen and Fishbein’s theory of reasoned action (TRA) in the literature. It was developed by Fred Davis and Richard Bagozzi (Davis 1989, Bagozzi, Davis and Warshaw 1992) and TAM was developed to cope with the vast development in technology and e‐commerce by Venkatesh and Bala (2008) who found that a perceived behavioral control is not less influential to 8
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consumer’s intention than subjective norms and attitude. This paper argues for a behavioral‐technical dimension that situates e‐commerce adoption in the customers through Sharia perspectives. This paper further establishes the combination of perspective and attitude towards e‐ commerce adoption that plays an important contribution to the development of SMEs performance and ICT environment along with the increasing confidence level of Muslim customers towards e‐commerce adoption. Behavioral Attitude Behavioral attitude is defined as an individual’s attitude towards an object need not being related to any single behavior performed with respect to the object (Cushman & McPhee, 2013). An individual’s attitude towards an object influences the overall pattern of response to the object. Some studies have focused on customer’s attitude towards ICT adoption Jun and Jaafar (2011) who found that online security, privacy protection, and after sale service are believed to be complicate for online purchase and could directly influence customer’s attitude. Trust in e‐commerce is one of the main elements that make the implementation of e‐commerce a swift and less complicated process Siala, OʹKeefe, and Hone (2004), and the trust factor plays a significant role in implementing e‐commerce in any country, moreover the lack of trust is the important deterrent. However, Grabner‐Kräuter and Kaluscha (2003) argues that a country with high level of trust to use e‐commerce can easily adapt new technologies including e‐commerce, while Pennanen (2009) states that the Internet exchange process is an interaction of four different entities: buyer, seller, third party and technology; and according to these four entities, scholars in e‐commerce build up various web trust models to examine the factors that may induce trust and enhance the intention to purchase (Pennanen, 2009). In the context of an e‐shopping, customers’ attitude was shown to rely on trust Gartner (2008) and thus related to intention to use a vendor due to its influence on attitude and intention. Therefore, many scholars have evaluated the trust factor and how trust is considered to be a key element in increasing the intention to purchase online. Subjective Norms Subjective norms is considered to be a part of belief that specific individuals approves of disapproves the performing of behavior (Ajzen, 2005). Individuals who believe that they are motivated to comply with others to perform their behavior are actually surrounded with social pressure; and the individuals who are motivated to comply and disapprove by avoiding performing the behavior will have subjective norm. Thus, it can be said that subjective norms are expressed symbolically, that is the combination of normative beliefs and motivation. Adopting e‐commerce varies according to different characteristics of local environment including both infrastructural and socio‐economic. In addition, Efendioglu and Yip (2004) provided cultural characteristics like transaction trust, bargaining and friendly conversation between customer and service providers. These characteristics increase the quantity of personal relationships and enhance social bonding. E‐commerce does not allow possessing face to face communication between customer and supplier. However, Refaat El Said and Galal‐Edeen (2009) examined the role of culture for acceptance of e‐commerce system highlighting the factors like role of trust, uncertainty avoidance, internet store familiarity and reputation as salient features. People rely on different types of information to help them make decisions, and culture has a significant influence on the type of information people find more appealing. The main concerns for e‐commerce vendors to have loyal customers can’t be achieved without knowing the culture of community that affects the decisions of buyer when buying online using unconventional way for them. Moreover, Goethals, Carugati, and Leclercq (2009) stated that customers can use a website in several steps of the purchasing process. While culturally customizing websites and adding cultural features to a website may be evaluated positively by an actual site visitor, and companies need to know whether and for what functional purpose customers actually use the website. The conclusion is that there is a huge potential in developing countries to use such facilities as the internet to sell goods and services; however, it may not be easy to spread e‐commerce to its full potential in such developing countries because of the nature of the community, so there is still a perceived lack of understanding of such platforms. Most concerns of buyers when using unconventional way for payment, therefore, they mainly focus on whether doing payment using unconventional way is legitimate or not according to the opinion of the researcher. Therefore, SMEs in Islamic countries should implement some clarifications and Islamic assurances so that doing online trading or buying goods or services online is not a contrary to Islamic law
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in commerce, and adding to that the Islamic culture urges people to develop their life and activities since the development is not affecting the fundamental principles of Islam. Perceived Behavioral Control Perceived behavioural control (PBC) as compared with traditional consumer behavior plays an important role in e‐ commerce. In the literature of social psychology, PBC has been a debated topic on the nature and role of PBC by clarifying the role of TPB and describing its underlying dimensions. Control beliefs and perceived power control play an important role for the acceptance of information system. Control beliefs are measured by behavior belief strength and control belief power. Control beliefs helps perceived behavioral control to be determined that facilitate performance of the behavior. For instance, Wurm, Tesch‐Römer, and Tomasik (2007) mentioned that control beliefs influence behavior, status and care along with performance outcomes. Individuals who believe that they have control over their behavior are more likely to engaged positively with behavior to have better behavioral outcomes. To increase trust of consumers in various environments, perceived power control has been shown to have an important influence on emotional and behavioral response of consumers. In the context of e‐commerce, trust and privacy are closely related to increase perceived power control. Perceived power control has been stemmed from technology acceptance model for the chosen behaviors. In addition, Ayass (2008) mentioned that only technology security measures and tools are not enough for consumers perception and privacy of confidential data, so there is a need for promoting identity management solutions for better authentication and access control. Secrecy and control of information ensures completeness and validity of information for the usefulness of information. Therefore, E‐commerce users need to validate the consistency of data to ensure so that individuals can modify it with detection. Perceived control refers to fulfil security and privacy requirement of the consumers (Fazlollahi, 2001). In the context of e‐commerce, very few studies have explored the consequences of perceived power control and trust explaining perceived behavioral control of users. Information Quality Information quality is defined as an “evaluation criterion and dimension of overall quality and usability of e‐ commerce websites” (Goi, 2012; Lee & Kozar, 2006), while others defined information quality as the aspects of a system and a measure of the information system outputs, (Delone & McLean, 2003). Information on the web relies on both groups forming a common perception. In a global context, most web interfaces do not support effective usage due to the use of unsuitable tools for conveying information in a global context, as most of the information is presented on the web by icons, metaphors, shapes, colors of text and background, frame/text locations on screen, etc. (K. Kang & Araújo, 2006). Furthermore, Reunis, Santema, and Harink (2006) also stated that full benefits from information systems can be achieved only if the end‐users adopt the tool and apply it successfully in their everyday work using the system correctly and to its full potential. Information quality could be expressed in quality of media transmission, interface design, and rich content, and these dimensions considered as elements that encourage users to repeat visit to the website more than once. In the same context, Parasuraman, Grewal, and Krishnan (2006) argued that attributes of e‐commerce intermediaries (e.g., eBay), measured by information quality are critical in that they have direct impacts on how people perceive and feel their relationships with the intermediaries behind the information systems, primarily websites, while Sun, Zhang, and Xiao (2007) stated that information quality is positively related to perceived relationship quality, and the intermediary should browse websites as well as associated information systems and services to keep high quality relationships with its customers and subsequently enhance the business profitability. The general conclusion is that it is profitable for small and medium companies to adapt websites to local tastes by adapting content, language, and style (Sinkovics, Yamin, & Hossinger, 2007). This conclusion is identical with (K. Kang & Araújo, 2006; K. S. Kang, 2005; Wen, Chen, & Hwang, 2001) who concluded that web design for international users is one of the increasing issues in Web‐Based e‐commerce, and it is not only for providing multi‐ language sites, but also understanding users’ requirements from international website. Based on the above discussions, it is clear that study on belief, trust and information quality will influence intention. In comparison with a study by Wang and Emurian (2005), trust in the element of the web interface plays 10
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an important role in persuading customers to shop online. Similarly, Singh, Zhao, and Hu (2005) found that tailoring the website design to the user experience leads to increased perceptions of website credibility. There are few studies done on e‐commerce adoption concerning the trust factor on Muslim customers. Due to this, it can be perceived that behavioral attitude together with information quality and beliefs would enable to increase intention to conduct online shopping for SMEs products. Research Methodology This study used quantitative analysis for empirically testing the research questions through primary data collections in order to achieve research objective. The data is collected using self‐structured survey questionnaire on the customers having experience of using e‐commerce online through structural equation modelling method. The way of collecting the data for this is study is the use of statistical survey which is the method used to collect in a systematic way (Fowler Jr, 2008), information about online buyer and purchasing behavior to identify how buyers make their decisions about buying products online, and also to know their attitude and backgrounds and other information that serve the main objectives of the study. According to (Baeza‐Yates, Calderón‐Benavides, and González‐Caro (2006); Yuserrie, Noor Azlinna, & Panigrahi, 2014) quantitative method, it is able to demonstrate situation factors, practices, and other phenomena (Sekaran, 2003). As suggested by Yuserrie et al. (2014), customers with IT knowledge are able to provide information accurately through the survey questionnaire. The data were analyzed using AMOS through SEM after the reliability and validation of the data collected were tested. Measurement Items were measured in accordance with the Likert scale: 1 (strongly disagree) to 5 (strongly agree). Data screening and outlier detection process is done in order to ensure correct input of data. Data screening are very crucial for confirming the variables to be normally distributed without any bias or outliers. According to Hair et al (1998), data need to be examined properly before applying structural equation modelling technique. Therefore, this study used univariate outlier detection test, and the distribution of scores for each individual constructs is examined. There is a need to examine the variables individually for the univariate outlier detection. Histogram and boxplot are the graphs indicating the appearance of outliers. Confirmatory factor analysis (CFA) through SEM technique was utilized to test the hypotheses. This study investigates to generate findings by examining the data collected based on the observed and unobserved variables. Thus, this study is a confirmatory research that utilizes quantitative analysis for the given purpose and problem statement addressed in the previous studies. Hypothesis testing was performed through several analyses for the initial 42 items. Reliability findings suggested that the Cronbach’s alpha value of the variables were having reliability of above 80%, exceeding the acceptance criteria of 0.70 provided by (Cronbach, 1951). Results A sample of postgraduate students in the selected Islamic universities of Malaysia were asked to complete a 42 items survey consisting of five point likert scale index including demographic questions and descriptive question on their views towards e‐commerce usage which were asked using a closed interval questions. The demographic section had questions about the respondent’s profile. Majority of the respondents were found to have been working in finance and insurance sector (20.1%) followed by education and management sector to be 13.5%. Building and construction sector employees were the lowest with only 2%, whereas there were respondents working in other areas that includes 7.6%. TABLE 1 DEMOGRAPHIC PROFILE OF THE RESPONDENTS
In which area you are working
Frequency
Percent
Valid Percent
Building and Construction
6
2.0
2.0
Internet info technology
28
9.2
9.2
Education services
41
13.5
13.5
Finance and insurance
61
20.1
20.1
Industrial and manufacturing
15
4.9
4.9
Wholesale trade
17
5.6
5.6
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14
4.6
4.6
Management companies and enterprise
41
13.5
13.5
Health care and social assistance
17
5.6
5.6
Government
27
8.9
8.9
Public administration
14
4.6
4.6
Others
23
7.6
7.6
How long have you been with your current job less than 2 years
64
21.1
21.1
2 to 5 years
87
28.6
28.6
6 to 10 years
85
28.0
28.0
over 10 years
68
22.4
22.4
what is your job position Employee
86
28.3
28.3
Manager
146
48.0
48.0
Coordinator
46
15.1
15.1
manager assistant
26
8.6
8.6
Male
156
51.3
51.3
Female
148
48.7
48.7
less than 20 years
12
3.9
3.9
20 to 25 year
44
14.5
14.5
26 to 30 year
102
33.6
33.6
31 to 35 year
89
29.3
29.3
36 to 40 year
45
14.8
14.8
over 40 year
12
3.9
3.9
gender of respondents
age of respondents
Regarding the respondent’s work experience, 87 respondents were having 2 to 5 years of experience followed by 85 respondents with 6 to 10 years of experience and 64 respondents were having over 10 years of experience. 146 respondents were managers in their organization; whereas 86 respondents were working as an employee followed with 46 respondents working as coordinators and 26 respondents as manager assistants. 156 out of 304 respondents (51.3%) were males, while the other 148 respondents (48.7%) were females. Final question on the demographic information was on the respondent’s age where 102 out of the total 304 respondents were about 26 to 30 years followed with 89 respondents with 29.3% with the age between 31 to 35 years. Very few about 12 respondents were found to be the age of 20 or below as respondents. Measurement Model In the measurement model (CFA), all the constructs were considered together in order to confirm reliability and validity issues. Figure 1 depicts the standardized regression of each item of the constructs (intention to purchase, behavioral attitude, perceived behavioral control, subjective norms and information quality). The report highlighted beta coefficient of the components and noticed that all the items were above 0.60 that exhibits positive factor loadings and indeed possesses high model fit. In this study, behavioral attitude, perceived behavioral control, subjective norms and information quality serve as an exogenous construct which aimed at capturing main characteristics and elements of intention to purchase online through sharia perspectives. All the items show high beta coefficient of above 0.60 and confirm to be having high factor loading. Furthermore, the correlations between the variables are not higher than 0.85 which means there are no multicollinearity issues between them. The factor loadings for these 12
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measures were all above 0.60 indicating that standardized estimates for these measures were deemed to be statistically significant at P<0.001. Next sub section provides unidimensional scales for each variable. Thus, overall the 2nd order measurement model between exogenous constructs and endogenous construct is confirmed and fit.
FIG. 1 MEASUREMENT MODEL
Final Structural Model In the structural model, direct relationship between behavioral attitude, perceived behavioral control, subjective norms and information quality on intention to purchase represents the hypothesized relationship between the two variables. From the standardized regression estimation provided in the below Table 2, it was found that beta coefficient of information quality and behavioral attitude was having high influence on intention to purchase through e‐ commerce by 0.378 and 0.351. Similarly, the impact of TPB factors (behavioral attitude, perceived behavioral control, subjective norms and information quality) on intention to purchase was significant at p value of 0.05. The structural model as shown in Figure 2 was run on the 52 items of the factors. The results of the CFA succeeded in configuring the significant factors in the present study. An examination of the path coefficients and t values for the initial structural model indicated that the hypothesized path related was statistically significant, as shown in Figure 2 above. Square multiple correlations also confirmed that TPB factors (behavioral attitude, perceived behavioral control, subjective norms and information quality) were indicators for predicting the intention of the customers to purchase via e‐commerce with sharia perspectives. Therefore, the path analysis in the form of re‐
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specified structural model was assessed. The goodness of fit indices shows that the model was acceptable; with a (χ2 = 1645.742, df = 1264, χ2 /DF = 1.302, P=0.000, TLI = 0.960, CFI = 0.962 and RMSEA=0.032) as shown in Figure 2. The hypothetical relationships between behavioral attitudes, perceived behavioral control, subjective norms and information quality on intention to purchase were found to be significant at p value of 0.05. Seen from the square multiple correlation result, it is noted that the model fit criteria are solved and there is a high correlation between information quality and intention to purchase. With the significant standardized regression weights of all the constructs and items, the overall square multiple correlation was found to be 0.72 (72%) which is considered as very strong and significant finding of the study. Finally, seen from the results of the structural model shown in figure.2, it can be noticed that the Acceptable fit criteria are achieved (Hooper, Coughlan, & Mullen, 2008). This shows that the measurement model has a good fit with the data (Anderson & Fornell, 1994). Thus, overall the model is fit.
FIG. 2 FINAL STRUCTURAL MODEL TABLE 2 DEMOGRAPHIC PROFILES OF THE RESPONDENTS
Path Purchase intention Purchase intention Purchase intention Purchase intention
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<‐‐‐ <‐‐‐ <‐‐‐ <‐‐‐
Information Quality Behavioral Attitude Subjective Norms Behavioral Control
Estimate
Beta
C.R.
P
0.401
0.378
6.770
***
0.424
0.351
5.919
***
0.212
0.162
3.310
***
0.156
0.142
2.934
0.003
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Conclusions This study adds value to the online businesses of SMEs to improve their revenue, along with understanding customer’s behavioral intention towards their products and online purchasing activities. It provides useful information for future researchers on the subject of perceived behavioral intention and SMEs. The findings from this study revealed that a better understanding on the sharia instruments like Islamic assurance and Islamic background for the products increases the intention to purchase. Further consideration should be given to SMEs managers to encourage customers with the usage of e‐commerce for their products bounded with sharia instruments. This consideration would not only increase customer’s trust and belief on such products, but also lead to increase their confidence and get products in cheaper price with good quality. The conclusions and theories of this study also help managers to make important decisions; it is useful in determining whether customers’ requirement and quality information requirement are fulfilled. Though the variables in this study are yet to be tested, the complexity of the relationship between TPB factors and purchase intention to adopt e‐commerce needs to be included in order to become imperative. REFERENCES
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