Online purchase intention of halal cosmetics: S-O-R framework application

Abstract

Purpose

The purpose of this study is to investigate the relationships among individual religiosity, shopping value, attitude and online purchase intention in the context of halal cosmetics products.

Design/methodology/approach

This study used a purposive sampling method to collect data. A total of 201 Indonesian Muslim female respondents participated in this survey. Structural equation modeling is used to assess the fit of the framework.

Findings

This study confirms the fitness of Stimuli-Organism-Reaction (SOR) framework in predicting the online purchasing behavior in the context of halal cosmetics products. Individual religiosity and hedonic shopping value are found to have a positive and significant effect on all types of attitudes, and attitudes were confirmed to have a positive and significant effect on online purchasing intention of halal cosmetics products.

Practical implications

This study indicates that in a Muslim majority country such as Indonesia, an understanding of individual religiosity, shopping value and attitude provide relevant insight and scope for marketers to provide techniques to reduce dissonance of non-availability of halal cosmetics brand, especially in the online shopping environment.

Originality/value

This study extends the applicability of SOR framework in which it integrates the role of religiosity, shopping value and attitude in predicting online shopping behavior of halal cosmetics products.

Citation

Suparno, C. (2020), "Online purchase intention of halal cosmetics: S-O-R framework application", Journal of Islamic Marketing, Vol. 12 No. 9, pp. 1665-1681. https://doi.org/10.1108/JIMA-09-2019-0192