Article: Determining drivers of Muslim consumers' intention to use mobile commerce in Malaysia Journal: International Journal of Islamic Marketing and Branding (IJIMB) 2025 Vol.6 No.3 pp.266 - 287 Abstract: Mobile commerce has rapidly developed in the last few years. However, Muslim consumers' widespread acceptance of its transactions in Malaysia poses a significant obstacle for m-commerce suppliers. This paper proposes to examine the factors impacting mobile commerce use in Malaysia. Convenience sampling was employed to integrate TAM and TPB, and 350 surveys were collected online from customers residing in Selangor, Malaysia. The current study employed a two-stage structural equation modelling approaches to investigate the research model and evaluate the hypotheses. The results show that perceived usefulness, subjective norms, and perceived ease of use significantly predict Muslim consumers' intention to adopt m-commerce in Malaysia. In contrast, attitude and perceived behavioural control do not significantly predict their intention to use m-commerce. Hence, the findings of this paper offer significant advantages for m-commerce providers in Malaysia; it is also advantageous for academics, marketers, policymakers, practitioners, and all stakeholders of the industry. Inderscience Publishers - linking academia, business and industry through research

Title: Determining drivers of Muslim consumers' intention to use mobile commerce in Malaysia

Authors: Moussa Barry; Ahasanul Haque

Addresses: Department of Business Administration, Kulliyyah (Faculty) of Economics and Management Sciences, International Islamic University Malaysia, P.O. Box 10, Jalan Gombak, 50728 Kuala Lumpur, Malaysia ' Department of Business Administration, Kulliyyah (Faculty) of Economics and Management Sciences, International Islamic University Malaysia, P.O. Box 10, Jalan Gombak, 50728 Kuala Lumpur, Malaysia

Abstract: Mobile commerce has rapidly developed in the last few years. However, Muslim consumers' widespread acceptance of its transactions in Malaysia poses a significant obstacle for m-commerce suppliers. This paper proposes to examine the factors impacting mobile commerce use in Malaysia. Convenience sampling was employed to integrate TAM and TPB, and 350 surveys were collected online from customers residing in Selangor, Malaysia. The current study employed a two-stage structural equation modelling approaches to investigate the research model and evaluate the hypotheses. The results show that perceived usefulness, subjective norms, and perceived ease of use significantly predict Muslim consumers' intention to adopt m-commerce in Malaysia. In contrast, attitude and perceived behavioural control do not significantly predict their intention to use m-commerce. Hence, the findings of this paper offer significant advantages for m-commerce providers in Malaysia; it is also advantageous for academics, marketers, policymakers, practitioners, and all stakeholders of the industry.

Keywords: mobile commerce; m-commerce; intention; Muslim; Malaysia; technology acceptance model; TAM; theory of planned behaviour; TPB.

DOI: 10.1504/IJIMB.2025.145589

International Journal of Islamic Marketing and Branding, 2025 Vol.6 No.3, pp.266 - 287

Received: 29 Jun 2024
Accepted: 20 Sep 2024
Published online: 08 Apr 2025 *

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Title: Determining drivers of Muslim consumers' intention to use mobile commerce in Malaysia

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