The Moderating Effect of Religiosity on the Relationship between Trust and Diffusion of Electronic Commerce

  •  Basharat Ali    
  •  Nazim Baluch    
  •  Zulkifli Mohamed Udin    


Electronic commerce, an enormous revolution in today’s business world, has genuinely influenced the financial systems, marketplaces, product manufacturing, service and job industries, logistics and consumers’ mind-set. Consumers, posturing different individual characteristics, act differently in showing their trust in e-commerce business mainly due to the nature of the business. As an important predecessor of customers’ readiness to make use of e-commerce, it is essential to maintain consumers’ level of trust. Importantly, religiosity is one of the leading factors in building Muslim consumers’ opinion, both intra-personally and interpersonally, towards new ideas or latest technologies. This is a conceptual study to explore the moderating effect of religiosity on the relationship between trust and diffusion of e-commerce; in particular in Islamic perspective.  Exploring the enlightened moderate version of Islamic teachings toward new ideas and innovations including e-commerce, the study aims to highlight applicability of Islamic traits.

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