The Role of Media, Word of Mouth, and Subjective Norms in determining Attitude and Intentions to Purchase Family Takaful ¯ Schemes

Shahab Aziz, Zahra Afaq, Lakhi Muhammad, Basharat Khan
Published Online: June 2020

The paper investigate the factors affecting individual’s intention towards purchase of family takaful ¯ schemes and to investigate the impact of media referent and word of mouth on subjective norms. The study also examines the influence of subjective norms on attitude and intention for purchase of family takaful ¯ schemes. The study data were collected from 377 salaried individuals. The data was analysed by variance based partial least squares structural equation modeling (PLS-SEM).The results of the study shows that word of mouth and media referent are significant determinants of subjective norms, while subjective norms have a significant relationship with both attitude and intention to purchase family takaful ¯ schemes. Attitude towards family takaful ¯ is also a significant determinant of purchase of family takaful .


Participation Intention, Word of Mouth, Media Referent, Family Takaful