Consumer Consumption Values, Confidence and Purchase Intention Toward Halal Online Food Delivery

Abstract

This study aims to examine the influencing factors of Muslim consumers’ confidence and Purchase intention of Halal Online Food Delivery by applying Theory of Consumption Values (TCV) and Cognitive-Affective-Behaviour (CAB) model, in other words, this study intend to investigate the relationship among functional value- price, functional value – quality, social value, epistemic value, emotional value, conditional value and consumers’ confidence. In addition, halal awareness will be extended from TCV as independent variable which expected to positively impact consumers’ confidence. Furthermore, the moderating effect of religiosity will also be investigated to fill the gaps on the Muslim consumers’ confidence and purchase intention in previous literatures. The expected outcome of this research is to determine a positive and significant effect of functional value- price, functional value – quality, social value, epistemic value, emotional value, conditional value and halal awareness towards Muslim consumers’ confidence and religiosity will strengthen the relationship among of functional value- price, functional value – quality, social value, epistemic value, emotional value, conditional value and halal awareness towards Muslim consumers’ confidence. The findings of this research will enrich the existing literature on Online Food Delivery especially in Halal context, it also will expand the concept of Theory of Consumption Values and CAB. Lastly, it also will provide Halal Online Food Delivery service some theoretical and practical implications on how to increase Muslim consumers’ confidence.

Keywords: Consumption values, Religiosity, Halal Awareness, Attitude, Purchase Intention