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Received: 01 October 2019 Accepted: 10 February 2020 Abstract. The paper investigate the factors affecting individual’s intention towards purchase of family takāful schemes and to investigate the impact of media referent and word of mouth on subjective norms. The study also examines the influence of subjective norms on attitude and intention for purchase of family takāful schemes. The study data were collected from 377 salaried individuals. The data was analysed by variance based partial least squares structural equation modeling (PLS-SEM).The results of the study shows that word of mouth and media referent are significant determinants of subjective norms, while subjective norms have a significant relationship with both attitude and intention to purchase family takāful schemes. Attitude towards family takāful is also a significant determinant of purchase of family takāful.

The Role of Media, Word of Mouth, and Subjective Norms in determining Attitude and Intentions to Purchase Family Takaful ¯ Schemes