The Moderating Role of Islamic Knowledge-Seeking Behavior on Online Purchasing Through Hedonic and Utilitarian Motivation
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Abstract
The rapid growth of online shopping, particularly following the Covid-19 pandemic, has made e-commerce an essential part of consumer behavior. This study investigates the influence of hedonic and utilitarian motivations on online purchasing behavior among Muslim consumers, with a focus on whether Islamic knowledge-seeking behavior moderates these relationships. The research objectives are twofold: 1) to examine the role of Islamic knowledge-seeking behavior as a moderating variable in the relationship between hedonic motivation and online purchasing behavior, and 2) to explore the moderating effect of Islamic knowledge-seeking behavior on the relationship between utilitarian motivation and online purchasing behavior. Data were collected from 240 Muslim consumers through an online questionnaire. The findings reveal that hedonic motivation significantly influences online purchasing behavior, while utilitarian motivation does not. Additionally, Islamic knowledge-seeking behavior does not exhibit a moderating effect on either type of motivation in relation to online purchasing behavior. The results suggest that, in this sample, pleasure-seeking and enjoyment play a more significant role in driving online purchases than utilitarian considerations, and that Islamic knowledge-seeking behavior does not significantly alter this relationship. This study contributes to a better understanding of the factors influencing online shopping behaviors among Muslim consumers and offers insights for future research in consumer behavior and e-commerce.
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References
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