ISSN: 2222-6990
Open access
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.
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In-Text Citation: (Baharuddin et al., 2021)
To Cite this Article: Baharuddin, F. N., Musa, A. H., Rosle, A. N., & Ibrahim, S. S. (2021). Factors Influencing the Behavioural Intention on Mobile Shopping Use among Hijab Fashion Consumers in Malaysia: A Conceptual Paper. International Journal of Academic Research in Business and Social Sciences, 11(8), 201–209.
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