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The role of electronic word of mouth, conventional media, and subjective norms on the intention to purchase Sharia insurance services

Author

Listed:
  • Amron Amron

    (Universitas Dian Nuswantoro)

  • Usman Usman

    (Universitas Dian Nuswantoro)

  • Ali Mursid

    (National Dong Hwa University)

Abstract

The aim of this study was to investigate the effect of electronic word of mouth (eWOM) and conventional media on subjective norms and intention to purchase Sharia insurance in Indonesian Muslim society. The research data consisted of 458 Muslim clients who were members of an online community and also policy holders of Sharia insurance in the three largest cities in Indonesia: Jakarta, Semarang, and Surabaya. This study used purposive sampling and structural equation modeling. The research showed that eWOM and conventional media can affect subjective norms. Additionally, subjective norms have a significant effect on the intention to purchase among Sharia insurance customers. This study validated the importance of the variables of eWOM and conventional media in influencing subjective norms and intention to purchase. For Sharia insurance company management, this study can serve as a very useful reference in drafting and formulating campaign strategies. This study also justifies the integrated relationship between eWOM and conventional media with subjective norms and intention to purchase Sharia insurance.

Suggested Citation

  • Amron Amron & Usman Usman & Ali Mursid, 2018. "The role of electronic word of mouth, conventional media, and subjective norms on the intention to purchase Sharia insurance services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 218-225, December.
    • Handle: RePEc:pal:jofsma:v:23:y:2018:i:3:d:10.1057_s41264-018-0055-8
    DOI: 10.1057/s41264-018-0055-8
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    References listed on IDEAS

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    Cited by:

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    2. Song, Jiawen & Cai, Lanhui & Yuen, Kum Fai & Wang, Xueqin, 2023. "Exploring consumers’ usage intention of reusable express packaging: An extended norm activation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Ramesh Darbha & Abhilash Ponnam & Rik Paul & S. Sreejesh, 2022. "Discerning the antecedents determining empowerment of life insurance agents: an empirical examination," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(4), pages 279-290, December.
    4. Hussain, Shahid & Seet, Pi-Shen & Ryan, Maria & Iranmanesh, Mohammad & Cripps, Helen & Salam, Abdul, 2022. "Determinants of switching intention in the electricity markets - An integrated structural model approach," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    5. Qutaiba Adeeb Odat & Hashem Alshurafat & Mohannad Obeid Al Shbail & Husam Ananzeh & Hamzeh Al Amosh, 2023. "Factors Affecting Accountants’ Adoption of Remote Working: Evidence from Jordanian Governmental Organizations," Sustainability, MDPI, vol. 15(17), pages 1-23, September.
    6. Daniel K. Maduku & Steven Mbeya, 2024. "Understanding family takaful purchase behaviour: the roles of religious obligation and gender," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 440-458, June.

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