Determining intention to choose Islamic financial products using the attitude–social influence–self-efficacy (ASE) model: the case of Turkey

Purpose - This study aims to analyze the effects of attitude, social influence and self-efficacy on the behavior of using Islamic financial products based on the attitude–social influence–self-efficacy (ASE) model. Design/methodology/approach - In view of the research objective, an explanatory research design was used in this study. In the study, because a conceptual assessment was not made, or a proposal was not developed, the ASE model was used. In testing the ASE model, the structural equation modeling method as a multivariate and sophisticated type of analysis was used. Findings - The results obtained in this study demonstrated that the ASE model was a tool to be used in explaining consumers’ intentions of using Islamic financial products. In this study, “attitude,” “social influence” and “self-efficacy” were explored as the variables affecting the use of Islamic financial products on the basis of the ASE model. Based on the results, all three variables had statistically significant effects on consumers’ intentions of using Islamic financial products. Moreover, it was found that the “attitude” variable affected the intention of using Islamic financial products more than the other two variables. Research limitations/implications - As the testing of the ASE model was the main purpose of this study, the results are limited to the variables of the model. Originality/value - This study is distinguished from other studies in the relevant literature by the virtue of its two aspects. First, in terms of context, this study deviated from conventional finance and focused on the topic in relation to Islamic finance. Second, this study tested the ASE model that had not been previously tested empirically in the context of Islamic financial products. This model discusses the effects of the variables of attitude, social influence and self-efficacy on behavioral intention, and it deviates from theory of reasoned action- and theory of planned behavior-based behavioral models that have been tested previously in several fields because it focuses on the cognitive aspect of consumers. While previous behavioral models regarding the use of Islamic financial products have based their research on the affective aspect of relationships between variables, the ASE model prioritizes the cognitive aspect.