An Analysis of the Role of Religion in Impulsive and Obligatory Online Purchasing of Islamic Clothing
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Abstract
Religious consumers may have different preferences for online shopping based on their religious motivations, and individual and contextual factors can influence their behavior. Specifically, there is a hypothesis that other individuals affect the decision-making of religious consumers in their social environment; moreover, individual factors, like a tendency toward future-oriented thinking, also play an important role in their online shopping decisions. In this study, the researcher aims to examine the impact of religion on impulsive and obligatory online shopping behavior with regards to the mediating role of individual sensitivity. The research method is descriptive and survey-based, using a questionnaire as the tool, and the statistical population consists of consumers of Islamic clothing in Yazd. Analysis of the hypotheses using structural equation modeling showed that individuals' beliefs significantly impact their tendencies for impulsive online shopping of Islamic textiles, but it does not lead to obligatory purchases. Conversely, external religiosity has a significant role in obligatory purchases, but it cannot generate impulsive online shopping behavior.
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