Integrating the effects of product’s image and perceived social security into the extended TPB model: the case of Islamic home financing acceptance

Purpose The purpose of this study is to identify the variables that influence first-time home buyers’ intentions and their continued usage of Islamic home financing in the context of Malaysia. Design/methodology/approach Purposive sampling was used in this study, and a questionnaire was used for data collection. Moreover, over 200 respondents who were associated with Islamic banks’ mortgage products participated in the survey. The respondents’ gender, religion, age, income and educational attainment were all taken into account. Additionally, this study used Smart PLS-4.0 for analysis while considering variance-based SEM. Findings The results of this study suggest that consumers’ intention influences the continued usage of first-time home buyers opting Islamic home financing product. Furthermore, attitudes, perceived social security and product image all affect first-time homebuyers’ intentions to finance their homes through Islamic means. On the other hand, perceived behavioral control is found not to be a factor of consumer intention. Research limitations/implications This study’s geographic scope is limited to Labuan, Malaysia, and the theory suggests that context should be taken into account when assessing results in the future. Additionally, by using attitude as a mediator and testing the addition of a moderating variable during a cross-sectional study, future researchers can expand the direct relationship. Notwithstanding these drawbacks, by presenting new research in the field of Islamic home financing, this study offers several implications for scholars and professionals. Originality/value The main focus of this work is to investigate the consumer’s usage of Islamic home financing. In this quest, authors investigated not only consumer’s intention but also continuous usage of those who are first-time home buyers and continue to use such shariah-compliant products in the context of Malaysia. Additionally, two novel constructs are introduced in to theory of planned behavior, namely, product image and perceived social security. As far as the authors are aware, no attempt has yet been made to integrate product image as well as perceived social security into theory of planned behavior model in the context of shariah compliant mortgages offered in Malaysia.