Factors affecting purchase intention of customers to accept E-commerce transaction: A conceptual framework

The main purpose of the study is to investigate behavioral intention for E-business usage among customers. User's perception explains the intention to transact This study aims to investigate the customer intention to purchase Small and Medium Enterprises (SMEs) products online based on Sharia perspective. With an increase of E-commerce investigation, online purchase intention and the demand for secured online transaction has progressed and the awareness has been created on such issues as security, privacy, trust and consumer's awareness. Developing online trust and coping with the risks of online transactions are major challenges of E-commerce industry. In this framework this study presents the issues the SMEs face and the potential of E-commerce in the new environment linked with Sharia law in the context of Theory of Planned Behavior (TPB). The findings of the study revealed that Islamic assurance plays an important role for the customers to purchase SMEs products through E-commerce. If the SMEs are able to reach out to customers with Islamic assurance, the perceived value to purchase online will be enhanced. � Medwell Journals, 2016.