No abstract

Purpose The purpose of this paper is to investigate the factors that affect one’s attitude and intentions towards family takaful schemes, apart from evaluating the mediating role of perceived trust in the relationship between perceived religiosity and attitude towards family takaful. Most prior studies have considered religiosity as an individual’s tendency to be religious. However, the present study employed perceived religiosity as one’s perception regarding shariah compliance practices of family takaful schemes. Moreover, this study examines the direct relationship between perceived religiosity and attitude and the indirect relationship between perceived religiosity and trust. Design/methodology/approach A sample of 224 salaried individuals was selected with an age range of 24–50. Variance-based partial least squares structural equation modelling was employed for data analysis. Findings The results showed that knowledge and perceived usefulness (PU) had significantly positive relationships with attitude towards family takaful schemes. Perceived trust completely mediated the relationship between perceived religiosity and attitude towards family takaful. Attitude was positively related to purchase intention regarding family takaful. Practical implications The findings of the study are important for Islamic financial institutions, especially for takaful companies to revamp their marketing strategies. With enhanced understanding regarding consumer behaviour, takaful companies can sell their products in a more effective manner to increase their market share. Originality/value Behavioural aspects regarding the purchase of Islamic insurance products have yet to be profoundly explored in the literature. The indirect relationship between perceived religiosity and trust is established in this study. The study contributes to the field of consumer behaviour and marketing of Islamic financial products.

Purpose – The purpose of this paper is to apply theory of planned behaviour (TPB) in predicting consumer intention to participate in takaful. One area of concern for takaful operators is the untapped Islamic insurance (takaful) market and lower market share compared to conventional insurance counterparts. It is possible that the application of the TPB could shed some light on the problem and possibly offer some assistance to the takaful operators. Design/methodology/approach – Interrelationships among attitudes, subjective norm, perceived behavioural control and purchase intentions in regard to takaful products participation were examined within a framework of the theory of planned behaviour. A model and series of propositions are developed. The propositions are open to empirical verification and can form the basis for a research stream on takaful participation. Findings – In identifying factors influencing takaful participation, TPB is used and the model incorporates certain individual factors that are likely to influence intentions towards takaful participation. The model proposes that individual factors such as awareness, knowledge and exposure have impacts on takaful participation. Originality/value – This study provides insights for a previously unaddressed takaful participation among potential consumers. Prior work on determining participation of takaful has not applied TPB in an effort to understand the phenomenon.

Purpose – This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach – Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia, using a convenience sampling approach. The hypotheses were tested by applying structural equation modelling. Findings – The results revealed that MM and WM were able to influence SN. In addition, the results also found that SN significantly influences intentions to purchase a family takaful scheme. Practical implications – By examining MM and WM on SN, the study validated the importance of both constructs in affecting consumers’ SN and purchase intention. This study would be useful for takaful operators, as the findings would help them to formulate strategies for promotional activities. Originality/value – This paper empirically justifies the relationship between MM and WM on SN and purchase intention of family takaful schemes in an integrated model.

Purpose The purpose of this paper is to examine the factors that influence an individual’s intention to participate in the family takaful scheme based on decomposed theory of planned behaviour (DTPB). The central hypotheses for this study are that individual’s intentions to participate in family takaful scheme are a result of attitudes towards participation in family takaful scheme, subjective norms, and perceived behavioural control (PBC). Awareness and knowledge, as well as exposure and religiosity, are integrated into the model. Design/methodology/approach Using primary data collection method, 384 questionnaires were distributed to target respondents comprising of Muslims in Klang Valley, Malaysia. The data were analysed using Statistical Package for the Social Sciences and SmartPLS. Findings The DTPB model is effective in predicting individual’s intention to participate in family takaful scheme. Out of 15 hypotheses, 12 were found to be significant. Attitudes towards participation in family takaful scheme, PBC, knowledge, and exposure have significant influences on purchase intention. However, this study found the path from religiosity, awareness, and subjective norm to intention was insignificant. Practical implications The results of this study highlight the applicability of DTPB into takaful research and suggest marketing strategies for family takaful operators. Originality/value The value of this paper lies in its presentation of a model for factors that affect individual’s intention to participate in family takaful scheme.