Use intention on the Halal verification applications: the moderating role of religiosity in an S-O-R framework

Purpose Given the paucity of evidence on the adoption of mobile Halal verification applications, this study aims to examine the significant constructs influencing consumers’ use intention (UI) of such applications and investigates the moderating effect of religiosity on the proposed relationships. Design/methodology/approach This study is grounded in the stimulus-organism-responses (S-O-R) framework, incorporating mobile ease of use (MEOU), mobile usefulness (MU), Halal awareness (HA) and Halal knowledge (HK) as external stimuli, together with attitudes (ATT) as an internal organism. In addition, religiosity is included as a moderating variable. Using purposive sampling, 210 valid responses were collected from Malaysian Muslims and the proposed relationships were validated using partial least squares structural equation modelling. Findings The findings revealed that ATT is significantly influenced by MEOU, MU, HA and HK. However, only ATT has a substantial influence on UI. This study further confirms that religiosity would significantly strengthen the influence of ATT on UI. Practical implications The results provide significant implications for stakeholders in formulating comprehensive strategies to encourage the usage of mobile Halal verification applications. Originality/value This study enriches the extant knowledge of mobile technology adoption, especially in Halal verification applications, by proposing a novel research model based on the S-O-R framework. In addition, the model also integrates two mobile technology acceptance constructs and two Halal-related constructs, together with religiosity as a moderator, demonstrating its effectiveness in predicting adoption behaviour.