The moderating effect of religiosity on the relationship between technology readiness and diffusion of electronic commerce

Developing states are severely in need of building up their electronic commerce for their economic survival on the globe. Beside other challenges, developing countries are lagging behind in terms of technology readiness (TR). Another leading factor, particularly within the practicing Muslim communities, is the impact of religiosity that has been unanimously found playing an immense role in buyers’ buying attitude, judgment of product price and quality. Having an immense influence, religiosity affects both intra-personally and interpersonally.
Furthermore, it shapes consumers’ mind-set, learning and life style and is also considered as one of the significant factors with regards to hi-tech innovations adoption. This paper puts light on the moderating effect of the religiosity on the relationship between technology readiness and diffusion of electronic commerce, in the perspective of Muslim majority developing countries. While contributing to the field of knowledge, the study highlights the importance of technology readiness and trust in the diffusion process of electronic commerce.
Looking into the moderating effect of religiosity in this regard, it underlines the unique features (completeness, universality, ever-greenness and applicability) of Islam including; its moderate approach toward latest technologies including e-commerce, thus boosting up electronic commerce trade. While, possessing the practical, educational and theological implications, the study will be helpful to all the stakeholders including; prospective consumers, governmental concerned authorities and e-commerce global community.