The Moderating Effect of Religiosity on the Relationship between Technology Readiness and Diffusion of E-Commerce

  •  Basharat Ali    
  •  Nazim Baluch    
  •  Zulkifli Udin    


Developing states, following the theory of “the survival of the fittest”, are severely in need of building up their electronic commerce for their economic survival on the globe. Beside other challenges, developing states are lagging behind in terms of technology readiness (TR). Another leading factor, particularly within the practicing Muslim communities, could be the impact of religiosity that has been unanimously found playing an immense role in buyers’ buying attitude, judgment of product price and quality. Having an immense influence, it affects both intra-personally and interpersonally. Furthermore, religiosity shapes consumers’ mind-set, learning and life style and is also considered as one of the significant factors with regards to hi-tech innovations adoption. This paper puts light on the relevant and valuable perspectives: technology readiness, religiosity and diffusion of electronic commerce, in the perspective of Muslim majority developing countries. While contributing to the field of knowledge, the study highlights the importance of technology readiness and trust in the diffusion process of electronic commerce. Looking into the moderating effect of religiosity in this regard, it underlines the unique features (completeness, universality, ever-greenness and applicability) of Islam including the moderate approach of Islam, toward technologies including e-commerce, thus boosting up electronic commerce trade. While, possessing the practical, educational and theological implications, the study will be helpful to all the stakeholders including; prospective consumers, governmental concerned authorities and e-commerce global community.


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