Factors Influencing the Behavioural Intention on Mobile Shopping Use among Hijab Fashion Consumers in Malaysia: A Conceptual Paper

Abstract

The concept of behavioural intention is one of interesting topics in marketing research. It becomes a crucial factor for companies to understand the underlying factors that create behavioural intention to purchase to stay relevance in the competitive market. However, with the revolution of technology that made mobile shopping become easier, thus, it limits the effort of consumers to visit brick and mortar store. The popularity of using mobile as shopping devices and the shopping activities can be conducted in anytime as well as anywhere and the mobile shopping is being used beyond expectations. Based on this reason, it is vital for marketers to identify the factors that influenced of behavioural intention on mobile shopping use of hijab fashion among Muslim women in Malaysia. Thus, the study investigates the factors influencing behavioural intention on mobile shopping use from the aspect of customer innovativeness, perceived usefulness, perceived ease of use as well as perceived enjoyment. This paper serves an understanding on behavioural intention of hijab fashion consumers using the mobile shopping and provides as a fruitful insight to marketers to segment of the market. Lastly, the study provides a conceptual framework as a preliminary attempt which related to factors influencing behavioural intention on mobile shopping use among hijab fashion consumers in Malaysia.

Portraits and Challenges of Indonesia’s Modest Fashion Industry on the Halal Industry Competition in the World

“…In addition, health insurance for cheap raw materials in Vietnam and China contribute to the development of modest fashion (Zainudin et al, 2020). The concept of fashion awareness requires the industry to follow fashion trends that are in demand by consumers (Baharuddin et al, 2021;Lang & Liu, 2019). This means the target market for modest fashion is extensive, not only in Indonesia.…”

Impulse Buying Intention among Millennials in Malaysia

“…However, with the advancement in technology, the behaviour of consumers in impulse buying has increased. As such, the popularity of using mobile as the medium of shopping devices and the shopping activities can be conducted in anytime and anywhere, thus, the technology triggers impulse buying activities beyond expectations (Baharuddin et al, 2021;Zhang et al, 2020). Thus, consumers often act impulsively while making online purchasing (Verhagen & Dolen, 2011).…”