Integrating the effects of technology self-efficacy, perceived social security, and product <i>halal</i> image with the DOI model: <i>takaful</i> in Sabah, Malaysia

Purpose This paper aims to investigate the factors that drive the adoption of takaful products among nonusers applying the diffusion of innovation (DOI) theory in Sabah, Malaysia. Design/methodology/approach Convenience sampling was used to conduct this research. Moreover, over 234 responses were received from the nonusers of takaful products in Sabah, but only 173 were usable. Findings The study’s findings demonstrate that technology self-efficacy, relative advantage, perceived compatibility and product halal image have a positive relationship with customers’ intention to adopt takaful products. All the factors, above all, the perceived halal image, turned out to be influential in determining the adoption of takaful products by nonusers. Research limitations/implications This study has certain constraints given that it concentrates solely on Sabah, which is one of the states in Malaysia. Other regions with sizable populations require further investigation. Furthermore, this study suggests that future researchers to take into consideration the use of analysis and models for sample mapping. In addition, the discussion suggests that takaful adoption may be due to other factors. Future research may therefore use different methodological contributions, including the addition of analysis techniques and other relevant theories, like the theory of interpersonal behavior and the Islamic theory of consumer behavior. In a similar vein, it is expected of future researchers to further the scope of study in terms of coverage of other cities in other parts of Malaysia using different analysis techniques and sampling methods, including but not limited to purposive sampling or cluster sampling methods, to further improve the generalizability. Practical implications This study highlights the importance of the factors that motivate nonusers to adopt takaful products. As a result, takaful operators, policymakers, academicians and future researchers will consider this research beneficial. Originality/value DOI is used to investigate three new factors: product halal image, perceived social security and technology self-efficacy. Perceived social security, product halal image and technology self-efficacy have not yet been examined in the context of takaful products in Malaysia.