Online hijab purchase intention: the influence of the Coronavirus outbreak
ISSN: 1759-0833
Article publication date: 8 April 2021
Issue publication date: 13 May 2021
Abstract
Purpose
This paper aims to explore the effects of the Coronavirus outbreak and the subjective norm and attitude on shopper’s intentions to purchase Hijab online. It hypothesises the influences of the Coronavirus outbreak as situational determinants, which include the place accessibility (e.g. the shutting of physical Hijab stores) and stores environment (e.g. well-being risks in physical shops, online shopping movement and extra marketing attempts from online Hijab stores through the outbreak).
Design/methodology/approach
Structured questionnaires were retrieved from 366 female Muslim shoppers, both wearing and not wearing Hijab. ADANCO 2.0.1 programming and PLS-SEM were applied in empirical investigation.
Findings
The results on direct relationships reveal that the Coronavirus outbreak situational determinants including place accessibility (ACCESS) and store environment (ENVIRO) and shopper’s attitude towards online Hijab purchase (ATTITU) are strong predictors of online Hijab purchase intention (ONLINE). At the same time, the subjective norm (SUBJEC) predicts ATTITU. The indirect mediation between SUBJEC on ONLINE was also confirmed.
Practical implications
These discoveries would help the Hijab business players, i.e. online sellers, retailers and marketers to increase their web pages’ quality and marketing efforts.
Originality/value
The research is an initial concept and empirical evidence investigating the Coronavirus outbreak’s situational influences and the effects of attitude and subjective norm on shoppers’ intentions to purchase Hijab online.
Keywords
Citation
Sumarliah, E., Khan, S.U. and Khan, I.U. (2021), "Online hijab purchase intention: the influence of the Coronavirus outbreak", Journal of Islamic Marketing, Vol. 12 No. 3, pp. 598-621. https://doi.org/10.1108/JIMA-09-2020-0302
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited