FACTORS INFLUENCING CONSUMERS ACCEPTANCE TOWARD TAKAFUL TECHNOLOGY (TAKATECH)

Abstract

TakaTech is a digital financial platform that offers innovative solutions for various business models and addresses customer needs. This paper aims to investigate the factors that influence consumers' acceptance of TakaTech by using the Theory of Planned Behaviour (TPB). Specifically, this study examines the effects of Attitude (ATT), Subjective Norm (SN), and Perceived Behavioural Control (PBC) on predicting the factors that influence consumer acceptance towards TakaTech. An online questionnaire was administered to Malaysian consumers (N=211) using convenience and snowball sampling. SPSS (Statistical Package for the Social Sciences) version 28 analysed the collected data for model fit and hypotheses. The regression analysis results indicate that a positive attitude towards TakaTech significantly increases consumers' acceptance of the platform, while subjective norms and perceived behavioural control do not have a significant impact. This study has practical implications for stakeholders such as consumers, researchers, and policymakers. Through this research, readers may better understand TakaTech and feel more confident in utilising its services. Moreover, the findings can guide policymakers in developing better takaful policies for consumers. This study is a preliminary attempt to investigate the behaviour of Malaysians towards TakaTech using the aforementioned variables. We examine the behavioural intention of both current users and non-users of TakaTech, which has not been previously explored in this context.