Abstract
PurposeThis study aims to determine the impact of basic human values on consumer purchase intention of takaful. The core purpose of this study is to establish the moderation of similarity of competitors between the proposed relationship of tradition value, conformity value and consumer purchase intention of takaful.Design/methodology/approachThis study supports the positivist philosophical paradigm and follows quantitative research methods, cross-sectional approach and close-ended questionnaire technique for data collection. The IBM SPSS and AMOS programs were used to perform data analysis.FindingsThe finding reveals that tradition value produces positive effect and stimulation value produces negative effect on consumer purchase intention of takaful. Meanwhile, the similarity of competitors moderates the proposed relationship of tradition value, conformity value and consumer purchase intention of takaful.Research limitations/implicationsThe scope of this study is limited to measure the role of tradition value, conformity value, stimulation value and self-direction value. However, future studies should investigate the role of hedonism value, achievement value and universalism value in consumer purchase intention of takaful. Further, the data collection from three major cities of Pakistan is considered as a main limitation of this study including scarcity of time and resources. Future studies should enhance the geographical scope of research by including large and small cities, town and rural areas to enhance the generalization of the study.Originality/valueThe present study highlights leading challenges faced by takaful industry including the perception of similarity of competitors that create confusion in the mind of consumers. This study also introduces the role of basic human values in activating consumer’s intention to purchase takaful services.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: Journal of Islamic Accounting and Business Research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.