Structural equation modeling (SEM) based trust analysis of Muslim consumers in the collective religion affiliation model in e‐commerce

Purpose – The purpose of this paper is to develop, test and argue in support of the parsimonious, yet explanatory, collectivistic religion affiliated trust model in e‐commerce. Design/methodology/approach – This article develops an integrated model by using consumer religio‐centrism and religious commitment to identify the collectivistic religion respondents and its impact on initial trust on web‐site. The sample 81 respondents consist of foreign and Chinese Muslim students from various departments of Chongqing University. The research model was then tested using structural equation modeling (SEM) techniques. The statistical approach incorporates path analysis, factor analysis, and linear regression into a theoretical causal model for analysis of latent constructs and measurable variables. Findings – The main finding of this paper is to show that initial trust in a web‐based retailer is influenced by culture, at least as represented by affiliation to a religion. Within a collectivist culture, identification with the Muslim religion, it has been shown that in‐group trust effects can transfer to the web context. Muslim respondents in this study were found to be more trusting of a Muslim site compared to a neutral site. Originality/value – To date, this is the first research that has been conducted to analyze trust factor from a religion point of view by using structural equation modeling in entire Islamic e‐commerce research.