Consumer Perspective on Conventional vs. Islamic Fashion E-Commerce: An Empirical Study

Abstract

Abstract. The Muslim population is currently being underserved in the conventional marketplace; however, Muslims are enthusiastic to purchase products that are acceptable to their lifestyle, especially fashion products. The current study compares the perception, attitude and intention of the Muslim consumer with respect to conventional and Islamic e-commerce based on pre-purchase and transaction-related services such as product pricing, support of product search evaluation, web appearance, billing and paying mechanism, delivery arrangement, security and privacy. Data were collected from 319 Muslim women who were exposed to both conventional and Islamic fashion ecommerce.