Resumo
Este estudo tem como objetivo analisar os fatores que influenciam a intenção da geração Millennials e da geração Z em adotar o Takaful familiar na Indonésia. Utilizando uma técnica de amostragem intencional, os dados foram recolhidos através de um questionário que abrange atitudes, normas subjetivas, controlo comportamental, religiosidade e digitalização. Um total de 256 respostas foram analisadas através da structural equation modeling (SEM) com uma abordagem de partial least squares (PLS) para testar as hipóteses propostas. Os resultados indicaram que a atitude, o controlo comportamental percebido, a religiosidade e a digitalização influenciaram positiva e significativamente a intenção de adotar o Takaful familiar. No entanto, as normas subjetivas não apresentaram efeito significativo. A atitude e a digitalização emergiram como os fatores mais dominantes. Além disso, a influência da religiosidade na intenção de adoção é mais forte entre as mulheres do que entre os homens, enquanto a atitude é o fator mais influente em geral. Os resultados deste estudo sugerem que aumentar a consciencialização e a compreensão sobre o Takaful familiar entre a geração Millennial e a geração Z é crucial. Por conseguinte, deve ser implementado um programa robusto e contínuo de literacia e educação. O setor de Takaful familiar precisa de passar por uma transformação digital para servir eficazmente os Millennials e a Geração Z, e as abordagens religiosas podem ser alavancadas para atrair clientes do sexo feminino. Este estudo identifica os principais impulsionadores da adoção do Takaful familiar pelos Millennials e pela Geração Z, destacando os papéis dominantes da atitude e da digitalização. Este estudo fornece informações valiosas para que as partes interessadas do setor possam direcionar estrategicamente estes segmentos e aumentar as taxas de adoção através da educação e da inovação digital.
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