UBRU International Journal Ubon Ratchathani Rajabhat University

Vol.5 No.2 May - August 2025

241

The Moderating Role of Islamic Knowledge-Seeking

Behavior on Online Purchasing Through Hedonic and
Utilitarian Motivation
Wut Sookcharoena Article Info
Anan Salemb Received 24 July 2025
Revised 28 August 2025
Phattaraporn Timdangc* Accepted 31 August 2025
Available online 31 August 2025
a
Chandrakasem Rajabhat University, Bangkok, Thailand,
E-mail: Wut.s@[Link]
b
International Islamic College Bangkok, Bangkok, Thailand
E-mail: [Link]@[Link]
c*
Suan Dusit University, Bangkok, Thailand,
E-mail: phattaraporn_tim@[Link]

Abstract
The rapid growth of online shopping, particularly following the Covid-19 pandemic,
has made e-commerce an essential part of consumer behavior. This study investigates
the influence of hedonic and utilitarian motivations on online purchasing behavior among
Muslim consumers, with a focus on whether Islamic knowledge-seeking behavior moderates
these relationships. The research objectives are twofold: 1) to examine the role of Islamic
knowledge-seeking behavior as a moderating variable in the relationship between hedonic
motivation and online purchasing behavior, and 2) to explore the moderating effect of Islamic
knowledge-seeking behavior on the relationship between utilitarian motivation and online
purchasing behavior. Data were collected from 240 Muslim consumers through an online
questionnaire. The findings reveal that hedonic motivation significantly influences online
purchasing behavior, while utilitarian motivation does not. Additionally, Islamic knowledge-
seeking behavior does not exhibit a moderating effect on either type of motivation in relation
to online purchasing behavior. The results suggest that, in this sample, pleasure-seeking and
enjoyment play a more significant role in driving online purchases than utilitarian
considerations, and that Islamic knowledge-seeking behavior does not significantly alter this
relationship. This study contributes to a better understanding of the factors influencing online
shopping behaviors among Muslim consumers and offers insights for future research
in consumer behavior and e-commerce.

Keywords: Online Purchasing, Hedonic Motivation, Utilitarian Motivation, Islamic Knowledge-

Seeking Behavior, Muslim Consumers
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Introduction
In the digital age, where technology and the internet play crucial roles in shaping
consumer behavior, online shopping has become an integral part of daily life for many
individuals. As a result, online shopping has continuously gained popularity in the digital era.
Particularly in the past decade, the behavior of online shopping has rapidly grown and become
a key component of the global digital economy. This trend was especially accelerated during
the Covid-19 pandemic, which prompted consumers to turn to online platforms more
frequently (Tran, 2021).
In Thailand, the growth of online shopping has been rapid in recent years due to
technological advancements affecting consumer purchasing behavior and the rise in internet
users (Siam Commercial Bank, 2021). Today, online shopping has become a convenient
activity and an important part of daily life for many Thais, with popular categories including
fashion items, electronics, and food (Statista, 2022). A survey by Statista (2022) indicates that
in 2021, the number of online shoppers in Thailand increased by 71% compared to 2019,
reflecting a growing demand for technology-enabled transactions. The COVID-19 pandemic
further accelerated this trend, as consumers were unable to leave their homes as usual. Factors
influencing Thai consumers' purchasing decisions include convenience, competitive pricing,
and appealing promotions. Additionally, e-commerce platforms in Thailand have adapted to
the consumption patterns of Thai consumers by offering secure and convenient payment
methods such as QR code payments or cash on delivery.
Motivations for online shopping can be divided into two main types: hedonic
motivation, which relates to the pleasure and satisfaction derived from shopping, and
utilitarian motivation, which focuses on the practical benefits and utility of the product
(Babin et al., 1994). Online shopping not only provides convenience but also meets
consumers’ diverse needs in terms of both utilitarian and hedonic motives (Babin et al., 1994).
However, online shopping behavior can be influenced by cultural and religious factors
to which consumers adhere. For Muslim consumers, purchasing decisions may be influenced
by the seeking of Islamic knowledge and adherence to religious principles.
Research on the context of Muslim consumers and the influence of Islamic knowledge
on their purchasing behavior remains limited, despite the fact that the global Muslim
population exceeds 1.8 billion people with a steadily increasing purchasing power. Isla m
provides comprehensive guidelines for all aspects of life, including consumption and financial
transactions. Muslims are required to follow halal (permissible) practices and avoid haram
(forbidden) items (Alam & Sayuti, 2021). This research aims to enhance the understanding of
the motivational factors that influence online purchasing decisions, which could contribute to
the development of marketing strategies that are tailored to meet the needs of consumers
while also promoting the integration of Islamic knowledge in business practices.

Literature Review

Online Purchasing Behavior

The rapid advancement of digital technology has transformed consumer purchasing
behavior, with online shopping becoming increasingly prevalent across global markets.
According to Tran (2021), the Covid-19 pandemic served as a catalyst for the accelerated
adoption of e-commerce platforms, forcing many consumers to shift their purchasing habits
from physical stores to online channels. This transition has prompted researchers to explore
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the complexities of online consumer behavior and the factors influencing purchasing decisions
in digital environments. Al-Dmour et al. (2020) found that trust and perceived risk play
crucial roles in consumers' willingness to engage in online transactions, with higher levels of
trust corresponding to increased purchasing intentions.

Hedonic Motivation
Hedonic motivation encompasses the experiential, pleasure -seeking aspects of
shopping that emphasize entertainment, enjoyment, and emotional satisfaction (Babin et al.,
1994). Consumers with strong hedonic motivations often engage in online shopping for the
intrinsic rewards of the experience itself, valuing aesthetic appeal, novelty, and sensory
stimulation.
Recent studies have highlighted the growing importance of hedonic elements in online
shopping environments. Pappas et al. (2021) found that features enhancing the aesthetic
appeal and interactive nature of e-commerce platforms significantly increased consumer
engagement and purchase intentions. The relationship between hedonic motivation and online
purchasing appears particularly strong for certain product categories. Luxury goods, fashion
items, and experiential products tend to elicit stronger hedonic res ponses, with consumers
placing greater emphasis on emotional and symbolic values Liu & Lee (2017). Additionally,
social media platforms have emerged as important channels for hedonically -motivated
shopping, with influencer marketing and virtual communities playing significant roles
in shaping consumer preferences and purchasing decisions.

Utilitarian Motivation
Utilitarian motivation refers to the functional, task-oriented aspects of shopping that
emphasize efficiency, rationality, and goal achievement. Consumers with strong utilitarian
motivations typically approach online shopping as a problem-solving activity, focusing on
product information, price comparisons, convenience, and time -saving benefits. Kim and
Sullivan (2019) demonstrated that utilitarian factors such as perceived usefulness, ease of use,
and transaction efficiency significantly influence online purchasing decisions, particularly for
necessity goods and services.
Research by Shankar et al. (2022) further revealed that utilitarian motivations are
strongly associated with planned purchases, with consumers prioritizing product functionality,
price competitiveness, and efficient transaction processes. Additionally, utilitarian-oriented
shoppers tend to engage in extensive information searching and comparative evaluation
before making purchase decisions.

Islamic Knowledge-Seeking Behavior

Islamic knowledge-seeking behavior refers to the active pursuit and acquisition of
information related to Islamic principles, practices, and rulings across various aspects of life,
including consumption and economic activities. This knowledge-seeking behavior represents
an important dimension of religious observance and influences how Muslim consumers
interpret and apply Islamic teachings in their daily consumption decisions.
Recent research has highlighted the increasing prevalence of digital platforms for
Islamic knowledge dissemination and acquisition. Ibrahim et al. ( 2020) found that Muslim
consumers frequently utilize online resources, mobile applications, and social media platforms
to access information about halal products, Islamic financial services, and consumption -
related religious rulings.
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Research Objectives

The objectives of this research are as follows:

1. To examine the behavior of Islamic knowledge-seeking as a moderating variable on
the influence of hedonic motivation on online purchasing.
2. To examine the behavior of Islamic knowledge-seeking as a moderating variable on
the influence of utilitarian motivation on online purchasing.

Conceptual Framework

Based on the literature review, the researcher has designed the conceptual framework,
as shown in Figure 1

Islamic knowledge-seeking

Hedonic Motivation Online Purchase

Islamic knowledge-seeking

Utilitarian Motivation Online Purchase

Figure 1: Conceptual Framework

Research Methodology

This study is a quantitative research that collects data from Muslim consumers aged
18 and above. Following the recommendation by Aguinis et al. (2005) for a minimum sample
size of 150 for moderating variable analysis, a total of 240 respondents were surveyed via an
online questionnaire, which is sufficient for such analysis. The sample consisted of individuals
with prior experience in online shopping, ensuring that participants were familiar with the
context of online purchasing and could provide relevant insights into the motivations and
behaviors associated with online shopping. Convenien ce sampling was used to gather
responses from those who met these criteria. The data were collected over a specific period,
which is critical for understanding the context of the findings, especially given that purchasing
behavior among Muslim consumers ma y vary depending on temporal factors such as
Ramadan. For instance, product purchase volumes may fluctuate during the fasting month,
making the period of data collection an important factor to acknowledge. The study's data
were collected between November and December 2024, which could influence the impact of
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cultural and religious events on online purchasing behavior. To ensure the validity and
reliability of the data collection instrument, Item-Objective Congruence (IOC) was assessed,
and all items exceeded the recommended threshold of 0.5. Reliability was further confirmed
using Cronbach’s Alpha, with values of 0.828 for Islamic Knowledge-Seeking Behavior,
0.853 for Hedonic Motivation, 0.812 for Utilitarian Motivation, and 0.973 for Online
Purchasing Behavior, indicating that the instrument was reliable. Statistical techniques such
as [insert specific techniques like regression analysis, moderation analysis] were employed to
analyze the relationships between the variables and investigate the moderating effects of
Islamic knowledge-seeking behavior on the relationships between hedonic and utilitarian
motivations and online purchasing behavior. These improvements ensure a comprehensive
explanation of the sampling process, the data collection period, and the statistical techniques
employed in the study.

Results

The sample group that responded to the questionnaire consisted of 126 males,
accounting for 52.5%, and 114 females, accounting for 47.5%. In terms of age distribution,
54 individuals (22.5%) were aged between 18-21 years, 46 individuals (19.2%) were aged
between 22-30 years, 41 individuals (17.1%) were aged between 31-40 years, 63 individuals
(26.3%) were aged between 41-50 years, and 36 individuals (15%) were aged over 50 years.
Regarding education level, 66 individuals (27.5%) had an education level below a bachelor’s
degree, 101 individuals (42.1%) held a bachelor's degree (or equivalent), 65 individuals
(27.1%) held a master's degree, and 8 individuals (3.3%) held a doctoral degree (as shown in
Table 1)

Table 1: Demographic Profile of Survey Respondents

Sample group Frequency Percent

Gender
Male 126 52.5
Female 114 47.5
Total 240 100
Age
18-21 years 54 22.5
22-30 years 46 19.2
31-40 years 41 17.1
40-50 years 63 26.2
over 50 years 36 15
Total 240 100
Education
Below bachelor’s degree 66 27.5
Bachelor’s degree (or equivalent) 101 42.1
Master's degree 65 27.1
Doctoral degree 8 3.3
Total 240 100
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Results of Data Analysis for Objective 1

From Objective 1, which states to examine the behavior of Islamic knowledge-seeking
as a moderating variable on the influence of hedonic motivation on online purchasing,
the results of the data analysis revealed that hedonic motivation significantly influences online
purchasing (Purchase), with a p-value of 0.008, a Standard Error (S.E.) of 2.213, and
a Critical Ratio (C.R.) of 2.637. Islamic knowledge-seeking (Knowledge) does not
significantly influence online purchasing, with a p-value of 0.186, a Standard Error (S.E.) of
2.057, and a Critical Ratio (C.R.) of 1.324. The interaction between Islamic knowledge-
seeking and hedonic motivation (KH) does not significantly influence online purchasing, with
a p-value of 0.127, a Standard Error (S.E.) of 0.624, and a Critical Ratio (C.R.) of -1.524.

Therefore, it can be concluded that hedonic motivation has an impact on online purchasing,
Islamic knowledge-seeking does not play a moderating role. (as shown in Table 2)

Figure 2: Model Analysis for Research Objective 1

Table 2: Results of Data Analysis for Objective 1

Estimate S.E. C.R. P
Hedonic ---> Purchase 5.837 2.213 2.637 0.008*
Knowledge ---> Purchase 2.723 2.057 1.324 0.186
KH ---> Purchase -0.951 0.624 -1.524 0.127

Results of Data Analysis for Objective 2

From Research Objective 2, which states to examine the behavior of Islamic
knowledge-seeking as a moderating variable on the influence of utilitarian motivation on
online purchasing, the results of the analysis revealed that utilitarian motivation does not
significantly influence online purchasing, with a p-value of 0.103, a Standard Error (S.E.) of
3.416, and a Critical Ratio (C.R.) of 1.631. Islamic knowledge-seeking has no significant
influence on online purchasing, with a p-value of 0.228, a Standard Error (S.E.) of 3.652, and
a Critical Ratio (C.R.) of 1.205. Furthermore, the interaction between Islamic knowledge-
seeking and utilitarian motivation (KU) does not significantly influence online purchasing,
with a p-value of 0.270, a Standard Error (S.E.) of 0.926, and a Critical Ratio (C.R.) of -1.102.
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Therefore, it can be concluded that utilitarian motivation does not influence online
purchasing, and Islamic knowledge-seeking does not have a moderating effect.

Figure 3: Model Analysis for Research Objective 2

Table 3: Results of Data Analysis for Objective 2

Estimate S.E. C.R. P
Utilitarian ---> Purchase 5.572 3.416 1.631 0.103
Knowledge ---> Purchase 4.401 3.652 1.205 0.228
KU ---> Purchase -1.020 0.926 -1.102 0.270

Conclusion

Based on the results of the data analysis, the findings can be summarized according
to the research objectives as follows:
For Research Objective 1, which aims to examine the behavior of Islamic knowledge-
seeking as a moderating variable on the influence of hedonic motivation on online purchasing,
the analysis revealed that hedonic motivation has a significant influence on online purchasing
behavior. However, Islamic knowledge-seeking does not have a moderating effect on this
relationship.
For Research Objective 2, which aims to examine the behavior of Islamic knowledge-
seeking as a moderating variable on the influence of utilitarian motivation on online
purchasing, the analysis showed that utilitarian motivation does not significantly influence
online purchasing behavior, and Islamic knowledge-seeking does not act as a moderating
variable in this relationship.
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Discussion

According to the summary of the data analysis, the key points for discussion are as follows:
1. Hedonic motivation was found to have a significant influence on online purchasing
behavior. This finding is consistent with the studies of Pappas et al. ( 2021) and Liu & Lee
(2017), which suggest that media and products can stimulate consumers to make purchases in
response to hedonic motivation. This is attributed to the fact that consumers exhibit diverse
behaviors and, consequently, have different reasons for making purchasing decisions.
2. Utilitarian motivation was found to have no significant influence on online
purchasing behavior, which contrasts with the findings of Shankar et al. ( 2022). This
discrepancy may be explained by the possibility that certain groups of Muslim consumers are
still unfamiliar with online purchasing. Even though utilitarian motivation may arise, these
consumers may still prefer to make purchases through traditional channels, such as physical
retail stores, rather than through online platforms.
3. Islamic knowledge-seeking behavior does not play a moderating role in the
relationship between either hedonic or utilitarian motivation and online purchasing behavior.
This finding is inconsistent with the study by Alam & Sayuti ( 2021), which indicated that
Muslim purchasing behavior is influenced by Islamic knowledge. This difference may be due
to the fact that while Islamic principles clearly specify what is permissible (halal), prohibited
(h aram), an d th e eth ical g u id eline s fo r tra d e , th ese p rin ciples h a v e n o t y et b een
comprehensively applied to the context of online purchasing.
4. Currently, there is no clear consensus on whether purchasing driven by hedonic
motivation should be considered a form of excessive or luxury consumption. If scholars were
to conclude that purchasing based on hedonic motivation represents extravagant behavior, the
provision of Islamic knowledge and education could potentially help reduce online purchasing
driven by such motivation. Although the research results indicate no statistically significant
moderating effect, the negative value observed in the regression weight suggests a tendency
that Islamic knowledge-seeking could contribute to reducing online purchases motivated
by hedonic desires.

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