- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
This research identifies the impact of the perceived value and perceived usefulness of a halal-labeled product, culture and religion on intent to purchase and intent to patronize stores using data from 10 in-depth interviews and 303 self-administered questionnaires among British Muslims. Factor analysis and hierarchical multiple regression are used for data analysis. The results show that perceived usefulness, vertical collectivism, horizontal collectivism and religiosity predict a significant amount of variance in both types of intention. Specifically, perceived usefulness, vertical collectivism and religiosity have a positive relationship with intentions. Horizontal collectivism associates negatively with intentions. Religiosity moderates the relationships between horizontal collectivism and intentions. Perceived value associates positively only with intentions to patronize stores and religiosity moderates this link. The study is the first to emphasize the need to develop halal labeling to enhance the shopping experiences of British Muslims.
6.1. Perceived value and usefulness of the halal label The study finds a significant link between PV and IP but a nonsignificant link between PV and IB. The anomaly in results could be due to consumers' tendency to consider value several times, such as when making a purchase and when considering where to shop (e.g., Woodruff, 1997). Thoughts about specific product attributes may play a significant role in purchase decisions, whereas consequences (e.g., non-availability of halal) may be more salient in decisions about shopping at retail stores. Perhaps the presence of other factors, such as cultural orientation and religiosity, renders the direct path between PV and IB insignificant. Nonetheless, a halal label seems to be relevant to the participants when deciding where to shop and this is a significant finding for the retailers aiming to target British Muslims. As expected, PU positively influences both types of intention. As applied in prior conceptualizations (e.g., Davis et al., 1989), PU implies utility, making it easier for the shopper to make choices. The findings suggest that halal-labeling enhances British Muslim consumers' overall shopping experiences by reducing the time, search and evaluation costs that are associated with buying food products. The most likely explanation for the result is that the halal label acts as a strong extrinsic information cue (Dodds & College, 1995).