Factors that influence individuals’ intentions to purchase family takaful mediating role of perceived trust

Shahab Aziz (Universiti Technologi Malaysia, Kuala Lumpur, Malaysia)
Maizaitulaidawati Md Husin (Universiti Technologi Malaysia, Kuala Lumpur, Malaysia)
Nazimah Hussin (Universiti Technologi Malaysia, Kuala Lumpur, Malaysia)
Zahra Afaq (Foundation University, Islamabad, Pakistan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 14 January 2019

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.

Keywords

Citation

Aziz, S., Md Husin, M., Hussin, N. and Afaq, Z. (2019), "Factors that influence individuals’ intentions to purchase family takaful mediating role of perceived trust", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 1, pp. 81-104. https://doi.org/10.1108/APJML-12-2017-0311

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Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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