Potential customers’ intention to use Islamic banking products in Cameroon: the mediating effect of attitude

IF 3.1 Q2 BUSINESS
Issa Hamadou, M. Luthfi Hamidi, Aimatul Yumna
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引用次数: 0

Abstract

Purpose

This study aims to examine factors influencing potential customers’ intention to patronize Islamic banking products in Cameroon.

Design/methodology/approach

To achieve this, a structured questionnaire was used with 318 respondents, and 300 were usable for analysis with a respondent rate of 94%. The study used SEM-PLS to analyze the data.

Findings

The findings suggested that attitude, religious motivation, awareness, subjective norm and relative advantage significantly affect potential customers intention toward Islamic banking products, while perceived regulatory and perceived innovation are insignificant. Furthermore, attitude substantially mediates the relationship between religious motivation, awareness, subjective norm, relative advantage and perceived innovation.

Research limitations/implications

However, this study focused on potential customers living in Muslim zones; future research should compare users and nonusers of Islamic banking products in both Muslim and non-Muslim zones to capture a big picture about customers’ perceptions of Islamic banking products in Cameroon.

Practical implications

The results of this study contribute to the literature by providing a new framework that combines the theories of planned behavior and diffusion of innovation theory and provides managerial implications at the level of Islamic finance operators. Meanwhile, this research offers some policy recommendations that can help boost the development of Islamic finance in Cameroon and promote financial inclusion.

Originality/value

To the best of the authors’ knowledge, this is the first research about potential customers’ intention to use Islamic banking products in Cameroon.

喀麦隆潜在客户使用伊斯兰银行产品的意向:态度的中介效应
目的本研究旨在探讨影响喀麦隆潜在客户光顾伊斯兰银行产品意向的因素。为实现这一目标,研究人员采用结构化问卷调查法,对 318 名受访者进行了问卷调查,其中 300 人可用于分析,受访率为 94%。研究结果表明,态度、宗教动机、意识、主观规范和相对优势会显著影响潜在客户对伊斯兰银行产品的意向,而感知监管和感知创新则不显著。此外,态度在很大程度上调解了宗教动机、意识、主观规范、相对优势和感知到的创新之间的关系。然而,这项研究主要针对生活在穆斯林地区的潜在客户;未来的研究应比较穆斯林和非穆斯林地区伊斯兰银行产品的用户和非用户,以全面了解喀麦隆客户对伊斯兰银行产品的看法。实践意义本研究的结果为文献提供了一个新的框架,该框架结合了计划行为理论和创新扩散理论,为伊斯兰金融运营商提供了管理意义。同时,本研究还提出了一些政策建议,有助于推动喀麦隆伊斯兰金融业的发展,促进金融包容性。 原创性/价值 据作者所知,这是第一项关于喀麦隆潜在客户使用伊斯兰银行产品意向的研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.40
自引率
28.10%
发文量
80
期刊介绍: Launched in 2010, Journal of Islamic Marketing (JIMA) was the first journal dedicated to investigating Marketing’s relationship with Islam, in theory and practice, across Muslim majority and minority geographies. JIMA tackles the nuances associated with Muslim consumption patterns, doing business in Muslim markets, and targeting Muslim consumers. When considering the acronyms for the emerging economies to watch: in 2001 it was BRIC (Brazil, Russia, India, and China); and more recently in 2013 MINT (Mexico, Indonesia, Nigeria, Turkey), and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey and South Africa) – then it is apparent that economies with large Muslim populations are growing in importance. One quarter of the world''s population are Muslim, with well over half of Muslims today under the age of 25 - which prompted Miles Young, Global CEO of Ogilvy, to assert that Muslims are the "third one billion", following interest in Indian and Chinese billions, in terms of market opportunities.
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