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Adoption patterns of profit-sharing based deposits: empirical evidence from a Muslim majority country

Sana Rhoudri (Laboratory of Researches in Management and Organizational Sciences, Ibn Tofail University, Kénitra, Morocco)
Lotfi Benazzou (Laboratory of Researches in Management and Organizational Sciences, Ibn Tofail University, Kénitra, Morocco)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 30 April 2024

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Abstract

Purpose

This paper aims to examine the antecedents of adoption intention of profit-sharing investment deposits (PSID) among Moroccan customers.

Design/methodology/approach

Applying an extended version of diffusion of innovation (DOI) theory and using a non-probability sampling technique with convenience approach, a quantitative survey was developed and administered to 171 Islamic banking users. Structural equation modeling was then used to evaluate the significance of relationships between the various variables under study using SPSS 21.0 and AMOS 26.0 statistical packages.

Findings

Empirical findings of the structural analysis indicated a significant direct relationship between adoption intention and six out of seven variables: perceived relative advantage, perceived compatibility, perceived complexity, perceived risk, religiosity and social influence, all of which had a significant effect on Moroccan customers’ intention to invest their funds in profit-sharing based deposit instruments, whereas customer awareness exerted an insignificant positive effect.

Research limitations/implications

The absence of a longitudinal study tracking the actual adoption behavior is the main limitation of this study. Furthermore, data were collected solely from Islamic banking users. Finally, despite being insightful, the empirical findings should be generalized with caution since the sample was purposely selected by the banks’ management.

Practical implications

This study implied that participatory banks should pay substantial attention to risk perceptions, as PSID adoption intention is typically inhibited by high perceived risks associated with these products. Moreover, this study provides great indications to Moroccan regulators and policymakers on a number of issues related to this emerging business.

Originality/value

To the best of the authors’ knowledge, this paper represents the first attempt to confirm the effectiveness of the Rogers’ DOI in examining the intention to adopt a financial innovation in the Moroccan context. It is also the first of its kind to address customers’ apprehensions regarding profit-sharing investment products.

Keywords

Citation

Rhoudri, S. and Benazzou, L. (2024), "Adoption patterns of profit-sharing based deposits: empirical evidence from a Muslim majority country", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-05-2023-0163

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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