Exploring The Factors Influencing Customers’ Intention to Adopt Online Takaful in Tunisia

Abstract

The purpose of this paper is to identify the main factors, which influence the Tunisian customers to adopt online Islamic insurance (Takaful) characterized by infrequent interactions, inherent complexity and risk. It extends the technology acceptance model to include subjective norms and trusting attitude. A total of 350 questionnaires were randomly distributed to Tunisian Takaful customers and 102 were returned (29.2 percent response rate). Multiple linear regression analysis was used to test the framework. The research findings indicate that perceived risk has a significant and negative impact on intention to use the online Takaful services. However, perceived usefulness and subjective norms positively and significantly influence the intention to use the online service. The study provides insights for Takaful management to develop and enhance more online services with a view to expand their offerings and develop innovative products. This research represents an initial effort to examine the behavior of Tunisian citizens regarding their intention to adopt online Takaful insurance focusing on factors discussed above. The study provides valuable insights and acknowledges that further research surrounding the need for online Takaful services needs to be explored in further studies.