Abstract
Indonesia is regarded as the country with the largest population of Muslim customers and expanding market of e-marketplaces in recent years. It leads to the increasing rate of competitiveness between e-marketplace companies to gain Muslim customers by capturing customer purchase intention. This study aimed to determine the key factors that affect the purchase intention of Muslim customers to shop for skincare in e-marketplaces and examine the moderating effect of risks that might influence the relations between customer trust and customer purchase intention. The research model of this study adopted Stimulus–Organism–Response (SOR) and prospect theories and involved six primary constructs. The study applied a quantitative approach using a structured questionnaire distributed to the targeted samples. The questionnaire data from 310 samples (respondents) were analyzed with structural equation model to verify the model and hypotheses. The results revealed that the interface quality of e-marketplaces, information quality of online reviews, customer enjoyment, and customer trust positively affected customer purchase intention. In addition, interface quality also positively affected customer trust and customer enjoyment. Furthermore, information quality of online reviews had a positive effect on customer trust. The results also confirmed that risks did not moderate the relationship between trust and purchase intention. Hence, it could be concluded that Muslim customers tended to consider the interface quality and information quality of online reviews before making a purchase decision. Additionally, this study suggests that e-marketplaces should emphasize the qualities of interface and online reviews on their platform to foster a positive customer attitude and behavior.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
AHK Indonesien (2022) Indonesian halal cosmetic segment continues to sparkle. German-Indonesian Chamber of Industry and Commerce. https://indonesien.ahk.de/en/infocenter/news/news-details/indonesian-halal-cosmetic-segment-continues-to-sparkle
Aladwani AM, Palvia PC (2002) Developing and validating an instrument for measuring user-perceived web quality. Inf Manag 39(6):467–476. https://doi.org/10.1016/S0378-7206(01)00113-6
Alanadoly A, Salem S (2022) Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on S-O-R model. Asia Pac J Mark Logist 34(10):2410–2434. https://doi.org/10.1108/APJML-06-2021-0447
Apasrawirote D, Yawised K (2022) Factors influencing the behavioral and purchase intention on live-streaming shopping. Asian J Bus Res 12(1):39–56. https://doi.org/10.14707/ajbr.220119
Centeno TA, Pacheco AC, Sigua GD, Tan NJ, Fernandez R (2022) Understanding the influence of mobile interface of Shopee and Lazada on customer conversion. J Bus Manag Stud 4(2):192–202. https://doi.org/10.32996/jbms.2022.4.2.15
Chen Y, Lu Y, Gupta S, Pan Z (2020) Understanding “window” shopping and browsing experience on social shopping website: an empirical investigation. Inf Technol People 33(4):1124–1148. https://doi.org/10.1108/ITP-12-2017-0424
Cheng X, Bao Y, Zarifis A, Gong W, Mou J (2022) Exploring consumers’ response to text-based chatbots in e-commerce: the moderating role of task complexity and chatbot disclosure. Internet Res 32(2):496–517. https://doi.org/10.1108/INTR-08-2020-0460
Cheong JW, Muthaly S, Kuppusamy M, Han C (2020) The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia. Asia Pac J Mark Logist 32(7):1519–1538. https://doi.org/10.1108/APJML-03-2019-0192
Chi T (2018) Mobile commerce website success: antecedents of consumer satisfaction and purchase intention. J Internet Commer 17(3):189–215. https://doi.org/10.1080/15332861.2018.1451970
Cui G, Lui HK, Guo X (2012) The effect of online consumer reviews on new product sales. Int J Electron Commer 17(1):39–58. https://doi.org/10.2753/JEC1086-4415170102
de Wulf K, Odekerken-Schröder G, Iacobucci D (2001) Investments in consumer relationships: a cross-country and cross-industry exploration. J Mark 65(4):33–50. https://doi.org/10.1509/jmkg.65.4.33.18386
Dodds WB, Monroe KB, Grewal D, Dodds B, Monroe B (1991) Effect of price, brand, and store information buyers’ evaluations. J Mark Res 28(3):307–319. https://doi.org/10.2307/3172866
Eloksari EA (2020) Indonesia’s e-commerce sales to surpass India’s. The Jakarta Post. https://www.thejakartapost.com/news/2020/09/08/indonesias-e-commerce-sales-to-surpass-indias.html
Fadhilah RD, Jatmika S (2022) South Korea strategy in increasing exports of beauty products to Indonesia in Covid-19 pandemic. Devot J Commun Serv 3(7):611–618. https://doi.org/10.36418/dev.v3i7.154
Febriandika NR, Millatina AN, Luthfiyatillah, Herianingrum S (2020) Customer e-loyalty of Muslim millennials in Indonesia. In: Proceedings of the 2020 11th international conference on e-education, e-business, e-management, and e-learning, pp 369–376. https://doi.org/10.1145/3377571.3377638
Gefen D, Straub D (2000) The relative importance of perceived ease of use in IS adoption: a study of e-commerce adoption. J Assoc Inf Syst 1(1):1–30. https://doi.org/10.17705/1jais.00008
Gifford C (2019) Indonesia is the world’s fastest-growing e-commerce market. The New Economy. https://www.theneweconomy.com/business/indonesia-is-the-worlds-fastest-growing-e-commerce-market
Hadiwidjaja M (2022) The skincare market in Indonesia. In-Cosmetics Connect. https://connect.in-cosmetics.com/trends-en/the-skincare-market-in-indonesia/
Hair JF, Babin BJ, Anderson RE, Black WC (2010) Multivariate data analysis, 7th edn. Pearson Education Limited, New York, USA
Halo F (2021) 5 Indonesian e-commerce marketplaces you need to know right now. Retail in Asia. https://retailinasia.com/in-telligence/5-indonesian-e-commerce-marketplaces-you-need-to-know-right-now/
Ho C-I, Liu Y, Chen M-C (2022) Antecedents and consequences of consumers’ attitudes toward live streaming shopping: an application of the stimulus–organism–response paradigm. Cogent Bus Manag 9(1):1–28. https://doi.org/10.1080/23311975.2022.2145673
Hu M, Chaudhry SS (2020) Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Res 30(3):1019–1041. https://doi.org/10.1108/INTR-03-2019-0082
Hu X, Chen Z, Davison RM, Liu Y (2022) Charting consumers continued social commerce intention. Internet Res 32(1):120–149. https://doi.org/10.1108/INTR-07-2020-0397
Huang J, Guo Y, Wang C, Yan L (2019) You touched it and I’m relieved! The effect of online review’s tactile cues on consumer’s purchase intention. J Contemp Mark Sci 2(2):155–175. https://doi.org/10.1108/JCMARS-01-2019-0005
Kahneman D, Tversky A (1979) Prospect theory: an analysis of decision under risk. Econometrica 47(2):263–292. https://doi.org/10.2307/1914185
Kamalul Ariffin S, Mohan T, Goh YN (2018) Influence of consumers’ perceived risk on consumers’ online purchase intention. J Res Interact Mark 12(3):309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Kim M, Kim J (2020) The influence of authenticity of online reviews on trust formation among travelers. J Travel Res 59(5):763–776. https://doi.org/10.1177/0047287519868307
Le TQ, Wu WY, Liao YK, Phung TTT (2022) The extended S-O-R model investigating consumer impulse buying behavior in online shopping: a meta-analysis. J Distrib Sci 20(2):1–9. https://doi.org/10.15722/jds.20.02.202202.1
Lee G, Kim H-Y (2022) That’s what i was looking for! Congruence and perceived information relevance of online customer reviews. J Promot Manag 28(8):1165–1189. https://doi.org/10.1080/10496491.2022.2060410
Lee S, Choi S, Kim H (2019) What makes people send gifts via social network services? A mixed methods approach. Internet Res 30(1):315–334. https://doi.org/10.1108/INTR-12-2018-0551
Lee Y, Lin CA (2022) Exploring the serial position effects of online consumer reviews on heuristic vs. systematic information processing and consumer decision-making. J Internet Commer 21(3):297–319. https://doi.org/10.1080/15332861.2021.1966722
Leung D, Ma J (2020) Antecedents and consequences of consumers’ trust in hybrid travel websites. J Travel Tour Mark 37(6):756–772. https://doi.org/10.1080/10548408.2020.1812468
Liu F, Xiao B, Lim ETK, Tan C-W (2017) The art of appeal in electronic commerce. Internet Res 27(4):752–771. https://doi.org/10.1108/IntR-09-2016-0280
Malak F, Ferreira JB, de Queiroz P, Falcão R, Giovannini CJ (2021) Seller reputation within the B2C e-marketplace and impacts on purchase intention. Lat Am Bus Rev 22(3):287–307. https://doi.org/10.1080/10978526.2021.1893182
Maslowska E, Segijn CM, Vakeel KA, Viswanathan V (2020) How consumers attend to online reviews: an eye-tracking and network analysis approach. Int J Advert 39(2):282–306. https://doi.org/10.1080/02650487.2019.1617651
Moon JW, Kim YG (2001) Extending the TAM for a world-wide-web context. Inf Manag 38(4):217–230. https://doi.org/10.1016/S0378-7206(00)00061-6
Naqvi MHA, Jiang Y, Naqvi M (2021) Generating customer engagement in electronic-brand communities: a stimulus–organism–response perspective. Asia Pac J Mark Logist 33(7):1535–1555. https://doi.org/10.1108/APJML-01-2020-0053
Pan Z (2019) A review of prospect theory. J Hum Resour Sustain Stud 07(01):98–107. https://doi.org/10.4236/jhrss.2019.71007
Partogi S (2020) E-commerce platforms tap into Indonesia’s thriving sharia economy. The Jakarta Post. https://www.thejakartapost.com/life/2020/12/29/e-commerce-platforms-tap-into-ris-thriving-sharia-economy.html
Patanasiri A, Krairit D (2019) A comparative study of consumers’ purchase intention on different internet platforms. Mobile Netw Appl 24(1):145–159. https://doi.org/10.1007/s11036-018-1139-3
Patel V, Das K, Chatterjee R, Shukla Y (2020) Does the interface quality of mobile shopping apps affect purchase intention? An empirical study. Australas Mark J 28(4):300–309. https://doi.org/10.1016/j.ausmj.2020.08.004
Raman P (2021) Examining the importance of gamification, social interaction, and perceived enjoyment among young female online buyers in India. Young Consum 22(3):387–412. https://doi.org/10.1108/YC-05-2020-1148
Pratama AH (2021) Report: Ecommerce penetration in Indonesia higher than in the US, France. Tech in Asia. https://www.techinasia.com/indonesia-ecommerce-40b-market
Ramyani SS, Mousavi Khaneghah E, Shadnosh N, Reyhani ShowkatAbad A (2019) A mathematical model to adopt B2C ecommerce based on special customer requirement in social values with an emphasis on Islamic beliefs. J Islam Mark 10(4):1167–1195. https://doi.org/10.1108/JIMA-10-2017-0106
Rosmayani, Mardhatillah A (2020) Model of intention to behave in online product purchase for Muslim fashion in Pekanbaru, Indonesia. J Islam Mark 11(6):1419–1441. https://doi.org/10.1108/JIMA-09-2018-0159
Santo PE, Marques AMA (2021) Determinants of the online purchase intention: hedonic motivations, prices, information and trust. Balt J Manag 17(1):56–71. https://doi.org/10.1108/BJM-04-2021-0140
Sardar A, Manzoor A, Shaikh KA, Ali L (2021) An empirical examination of the impact of eWom information on young consumers’ online purchase intention: mediating role of ewom information adoption. SAGE Open 11(4):1–12. https://doi.org/10.1177/21582440211052547
Saw CC, Inthiran A (2022) Designing for trust on e-commerce websites using two of the big five personality traits. J Theor Appl Electron Commer Res 17(2):375–393. https://doi.org/10.3390/jtaer17020020
Shaheen M, Zeba F, Chatterjee N, Krishnankutty R (2019) Engaging customers through credible and useful reviews: the role of online trust. Young Consum 21(2):137–153. https://doi.org/10.1108/YC-01-2019-0943
Sohaib O, Kang K (2015) Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model. Int J Electron Bus 12(2):142–161. https://doi.org/10.1504/IJEB.2015.069104
Statista (2022) Popularity of South Korean beauty products (K-beauty) worldwide in 2021. Statista. https://www.statista.com/statistics/999302/south-korea-korean-beauty-popularity-worldwide/
Sumarliah E, Khan SU, Khan IU (2021) Online hijab purchase intention: the influence of the Coronavirus outbreak. J Islam Mark 12(3):598–621. https://doi.org/10.1108/JIMA-09-2020-0302
Sumarliah E, Khan SZ, Khan RU (2022) Modest wear e-commerce: examining online purchase intent in Indonesia. Res J Text Appar 26(1):90–108. https://doi.org/10.1108/RJTA-11-2020-0121
Sun Y, Li Y (2022) The impact of risk-aware consumer trust on CB e-commerce platforms and purchase intention. J Glob Inf Manag 30(3):1–13. https://doi.org/10.4018/JGIM.20220701.oa10
Suparno C (2020) Online purchase intention of halal cosmetics: S-O-R framework application. J Islam Mark 12(9):1665–1681. https://doi.org/10.1108/JIMA-09-2019-0192
Sutinen U, Saarijärvi H, Yrjölä M (2022) Shop at your own risk? Consumer activities in fashion e-commerce. Int J Consum Stud 46(4):1299–1318. https://doi.org/10.1111/ijcs.12759
Tak P, Gupta M (2021) Examining travel mobile app attributes and its impact on consumer engagement: an application of S-O-R framework. J Internet Commer 20(3):293–318. https://doi.org/10.1080/15332861.2021.1891517
Tan HS (2020) Understanding indonesian modest wear ecommerce trends: who, what, and where. Janio Asia. https://janio.asia/id/articles/indonesia-modest-wear-ecommerce-trends/
Tzavlopoulos Ι, Gotzamani K, Andronikidis A, Vassiliadis C (2019) Determining the impact of e-commerce quality on customers’ perceived risk, satisfaction, value, and loyalty. Int J Qual Serv Sci 11(4):576–587. https://doi.org/10.1108/IJQSS-03-2019-0047
Wagner EM, de Almeida CM, de-Oliveira M (2019) e-Commerce: an analysis of the factors that antecede purchase intentions in an emerging market. J Int Consum Mark 31(5):447–468. https://doi.org/10.1080/08961530.2019.1605643
Wei K, Li Y, Zha Y, Ma J (2019) Trust, risk and transaction intention in consumer-to-consumer e-marketplaces. Ind Manag Data Syst 119(2):331–350. https://doi.org/10.1108/IMDS-10-2017-0489
Wibowo A (2020) Indonesian skincare ecommerce market trends. Janio Asia. https://janio.asia/sea/indonesia/indonesia-skincare-ecommerce-trends/
World Population Review (2022) Muslim population by country 2022. World Population Review. https://worldpopulationreview.com/country-rankings/muslim-population-by-country
Yang J, Ye C, Cao C, Shi Y (2022) Effects of interface design and live atmosphere on consumers’ impulse-buying behaviour from the perspective of human-computer interaction. Sustainability 14(12):1–21. https://doi.org/10.3390/su14127110
Yilmaz N, Kalaycioglu C (2016) Can prospect theory predict the decision making by professionals? Int J Appl Behav Econ 5(1):24–47. https://doi.org/10.4018/IJABE.2016010102
Yuniarti F, Arief HR, Meydia H, Yevis MO (2022) Online retailers’ ethics and its effect on repurchase intention: the mediating role of perceived risk. Cogent Bus Manag 9(1):1–21. https://doi.org/10.1080/23311975.2022.2051691
ZAP Beauty (2021) ZAP Beauty Index 2021. ZAP Beauty. https://zapclinic.com/zapbeautyindex
Zhong Y, Zhang Y, Luo M, Wei J, Liao S, Tan K-L, Yap SS-N (2022) I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consum 23(3):449–467. https://doi.org/10.1108/YC-08-2021-1367
Zhu B, Kowatthanakul S, Satanasavapak P (2019) Generation Y consumer online repurchase intention in Bangkok. Int J Retail Distrib Manag 48(1):53–69. https://doi.org/10.1108/IJRDM-04-2018-0071
Zhu L, Li H, Wang FK, He W, Tian Z (2020) How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib J Inf Manag 72(4):463–488. https://doi.org/10.1108/AJIM-11-2019-0308
Acknowledgements
The study was funded by Rekognisi Tugas Akhir, Research Department, Gadjah Mada University. Grant Number: 1525/UN1/DITLIT/Dit-Lit/PT.01.05/2022.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Budiarani, V.H., Nugroho, S.S. (2023). Determining Factors Affecting Muslim Customer Purchase Intention to Shop Skincare Online: A Study in Indonesia. In: Ramadani, V., Alserhan, B., Dana, LP., Zeqiri, J., Terzi, H., Bayirli, M. (eds) Research on Islamic Business Concepts. GIMAC 2022. Springer Proceedings in Business and Economics. Springer, Singapore. https://doi.org/10.1007/978-981-99-5118-5_5
Download citation
DOI: https://doi.org/10.1007/978-981-99-5118-5_5
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-99-5117-8
Online ISBN: 978-981-99-5118-5
eBook Packages: Business and ManagementBusiness and Management (R0)