Speaker
Description
EMPIRICAL STUDY OF CONSUMER BEHAVIOUR TOWARDS TAKAFUL APPS: An Extension of UTAUT Theory
Nurul Ashiqin Binti Muhammed Thamim,Imran Mehboob Shaikh
Labuan Faculty of International Finance, University Malaysia Sabah
Corresponding author : nurulashiqin0@gmail.com
Abstract
Purpose – This paper aims to determine the factors influencing the behavioural intention of Malaysian Muslims to use takaful mobile applications using the unified theory of acceptance and use of technology UTAUT.
Design/methodology/approach – The existing literature on takaful services and the Unified Theory of Acceptance and Use of Technology (UTAUT) to identify the key determinants that influence consumer intention to use takaful mobile applications.
Findings – The literature review reveals that consumers’ intention to adopt takaful mobile applications is influenced by key constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT), namely performance expectancy (PE) and effort expectancy (EE). In addition, this study extends the original UTAUT model by incorporating price value (PV), habit (HB), intrinsic religiosity (IR), and consumer innovativeness (CI) to capture context-specific behavioural and cultural factors. In the context of this study, behavioral intention is positioned as a mediating variable that explains the relationship between these independent constructs and the dependent variable, usage behavior.
Research limitations– This study focuses only on respondents in Malaysia, which may limit the generalisability of the findings to other countries or regions where cultural, religious, or technological infrastructure may differ significantly.
Originality/value – Existing literature on takaful adoption suggests that the UTAUT model has had limited use in the context of Islamic insurance, particularly digital takaful platforms. This study broadens the use of UTAUT by including new dimensions such as intrinsic religiosity and consumer innovativeness to better understand consumer acceptance of takaful mobile applications in Malaysia. The findings of this study are likely to be useful references for future academics, academicians, and stakeholders in the Islamic insurance market.
Keywords: Takaful, Mobile Application, Consumer Behavior, UTAUT, Malaysia, Muslims.
Paper type: Research Paper
