CONTINUANCE INTENTION TO PURCHASE ONLINE: COMPARISON BETWEEN MUSLIM AND NON-MUSLIM BUYERS IN MALAYSIA

Abstract

Online shopping has become one of the most important activities in the netizen’s daily life. This study aimed to investigate the differences in psychographics and their effects on online customer satisfaction between Muslim and non-Muslim buyers. A survey was conducted among 230 online buyers (99 Muslims and 131 non-Muslims) in Malaysia. The results showed that Muslim buyers had higher levels of information quality, system quality, perceived usefulness, social influence, and satisfaction compared to non-Muslim buyers. Moreover, the study found that psychographics had a significant effect on online customer satisfaction for both Muslim and non-Muslim buyers. The findings suggest that online businesses should consider the differences in psychographics between Muslim and non-Muslim buyers to improve their online customer satisfaction. However, the study has some limitations, such as the use of a non-probability sampling method and a small sample size. Future research could address these limitations and further explore the impact of psychographics on online customer behavior.