Intention to use sharia e-commerce: Applying a combination of the technology acceptance model and theory of planned behavior


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This study aims to build a framework for the variables affecting interest in sharia e-commerce, such as attitude, subjective norms, perceived behavior control, perceived usefulness, perceived ease of use, and religiosity. Using a convenience sampling method, this analysis involved 212 young people, who represent the most significant proportion of e-commerce clients. The survey measurements and hypotheses testing used the partial least square structural equation modeling (PLS-SEM) approach. The results of the study show that attitude (ß = 0.261, p = 0.000), subjective norm (ß = 0.264, p = 0.000), perceived usefulness (ß = 0.241, p = 0.013), and perceived ease of use (ß = 0.185, p = 0.032) have a positive relationship with intention to use sharia e-commerce for youths. In addition, perceived ease of use (ß = 0.759, p = 0.000) also significantly affects perceived usefulness as a moderator to intention. In comparison, perceived behavior control (ß = –0.042, p = 0.505) was an insignificant factor in using sharia e-commerce. This study also shows that religiosity (ß = 0.648, p = 0.000) is essential in a person’s attitude toward intending to use sharia e-commerce. The insignificant relationship between perceived behavior control and intention to use sharia e-commerce is believed to be because both conventional and sharia e-commerce are easily operated. Thus, youth people have not noticed many differences in using sharia e-commerce.

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    • Figure 1. Research model
    • Figure 2. Moderation modeling
    • Table 1. Measurement model
    • Table 2. Demographics
    • Table 3. Fornell-Larcker criterion
    • Table 4. Cross-loadings
    • Table 5. R square results
    • Table 6. Path coefficients, t-statistics, and significant levels
    • Table 7. Direct and indirect effects
    • Conceptualization
      Afief El Ashfahany, Fatimah Azzahra, Yayuli, Ibrahim Musa Unal
    • Data curation
      Afief El Ashfahany
    • Formal Analysis
      Afief El Ashfahany, Fatimah Azzahra, Yayuli
    • Funding acquisition
      Afief El Ashfahany
    • Methodology
      Afief El Ashfahany, Ibrahim Musa Unal
    • Project administration
      Afief El Ashfahany, Ibrahim Musa Unal
    • Resources
      Afief El Ashfahany, Ibrahim Musa Unal
    • Supervision
      Afief El Ashfahany, Fatimah Azzahra, Yayuli, Ibrahim Musa Unal
    • Writing – review & editing
      Afief El Ashfahany, Ibrahim Musa Unal
    • Investigation
      Fatimah Azzahra, Yayuli
    • Software
      Fatimah Azzahra, Yayuli
    • Visualization
      Fatimah Azzahra, Yayuli
    • Writing – original draft
      Fatimah Azzahra, Yayuli
    • Validation
      Ibrahim Musa Unal