The Development of Instruments to Measure the Attitude Constructs of Consumer Intention to Purchase Halal Cosmetics Online

Abstract

Online purchasing or e-shopping is a prominent trend in Malaysia. At present, there are several types of products that consumers prefer to shop online. For example, apparel, furniture, computer equipment, and others. Beauty and health care products are a popular choice among the crowd too. The increase of halal-certified products, sectors such as cosmetics and personal care had continued to develop. Therefore, sellers must fathom the targeted customers to ensure a successful online business platform. This study had therefore designed an apparatus to investigate and understand factors that influence customer attitude towards e-shopping. A 7 Point Likert Scale was utilised to ascertain all the items. Based on an extensive literature review of e-shopping intention and consumer attitude, 4 constructs predominantly trust, website design, privacy and security, and the perceived ease of use were identified as important factors that influenced the attitude of consumers. Hence, the designed instrument helped measure these constructs. The instruments were then tested for their dependability and validity based on the data of 100 customers who had purchased online. The findings showed that the presented instruments were dependable and effective. Therefore, future research could employ this apparatus as a medium to examine the nature of online shopping.

Keywords: Attitude, Purchase Intention, Online Shopping, Halal Cosmetic.