This paper examines the effects of website quality and navigation experience on the atttitude and online purchase intention of Muslims women. Website service quality consists of transaction-related services and pre-purchase services. Data was obtained from 318 respondents aged at least 17 years and analysed via descriptive analysis and partial least-squares. The results indicate that transaction-related services and pre-purchase services significantly influence navigation experience, which, in turn, influences customer attitudes and online purchase intentions.