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Purpose: The goal of this study is to propose a conceptual framework of new Islamic payment gateway system its acceptance among Malaysians. This study will employ UTAUT with four exogenous latent variables which are Performance Expectancy (PE), Effort Expectancy (EE), Social influence (SI), Facilitating Conditions (FC) and two endogenous latent variable also known as moderator which is Religiosity (R) and Behavioral Intention (BI). Theoretical framework: Based on previous study, the UTAUT model design by (Soomro, 2019) hypothesizes of four constructs of variables which are, performance expectancy, effort expectancy, social influence, and facilitating conditions. These variables act as predictor of behavioural intention. As for the study, the author has added religiosity variable in place of the four moderators proposed. Design/methodology/approach: According to (Alam, Hu & Barua, 2018) positivism focuses on testing hypotheses from an existing theory and understanding the individual behaviour. Agreeing to that, (Kholoud Ibrahim Al-Qeisi, 2009) stated in his study that methodologies of positivism have expressed different types of validity checks, such as construct validity, internal and external validity and statistical conclusion validity. In other words, the evidence presented should be able to be examined, as well as the process used, the research context, and to conclude that the claims made are reasonable. Findings: According to (Batrinca and Treleaven, 2015) the largest, richest, and most dynamic evidence base of human behaviour is social media data, which brings new options for understanding individuals, groups, and society. Innovative scientists and business professionals are increasingly looking for innovative ways to collect, combine, and analyse this huge amount of data efficiently. Companies in the retail and banking industries were among the first to use social media analysis. Retailers utilise social media to increase brand awareness, improve product/customer service, develop advertising/marketing plans, analyse network structure, spread news, and even detect fraud. Research, Practical & Social implications: We suggest to include item for Religiosity construct that are more to understanding in Islamic Muamalat. In that way, the future study might find more accurate result for Religiosity impact in the construct Originality/value: According to this study, which adopted from previous study that using religiosity as moderating variable, since we found that Religiosity do have interaction effect for Performance Expectancy and Social Influence towards Behaviour Intention. But the difference is, in previous study the moderation was used in banking field. While in this study Religiosity were used in Payment gateway field.
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