The Effects of Attitude, Subjective Norm and Islamic Moral Norm on Customer Intention to use Islamic Microfinance: An Empirical Evidence in Côte D’Ivoire

Authors : Savane Soumaila

Volume/Issue : Volume 4 - 2019, Issue 8 - August

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This study attended to examine relationship between attitude, subjective norm and Islamic moral norm on customer intention towards Islamic microfinance use in Côte D’Ivoire. The study used the quantitative method with a population of 512 participants among Al Barakat Finance customers. It applied a systematic sampling technique. In addition to attitude and subjective norm (SN), the study explored direct effect of Islamic moral norm (IMN) on behavioural intention in the theory of planned behaviour (TPB) model. It also analyzed moderating effects of IMN between attitude, SN and intention to use Islamic microfinance (IMF). The researcher applied SPSS and Smart-PLS to analyze data and the outcomes show that IMN, and other two variables have constructive direct relationship with intention to use IMF. The results also illustrated that IMN has a positive relationship between SN and intention to use IMF in Côte D’Ivoire but it negatively interacted between attitude and intention. The findings of this study can assist IMF policy makers, practitioners, regulators and government to design IMF products for the customer social development respecting their needs and expectations. This study based the author’s best knowledge is the first of its kind to test direct and moderating effects of IMN with attitude and SN in the TPB model and IMF context in Côte D’Ivoire.

Keywords : Islamic Microfinance, Attitude, Subjective Norm, Islamic Moral Norm, Use of IMF, Côte D’Ivoire.


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