A Conceptual Framework of E-Takaful Participation Readiness (ETPR) among Individuals at Insurable Age in Malaysia

Malaysians need more savings and a critical financial backup to protect themselves from adversity. Hence, a call for a digital platform is vital to further reach out in the current economic situation. The phenomenal growth of B2C e-commerce, particularly after the pandemic, has impacted almost every industry, including banking and financial services. This research suggests an integrated model of E-Takaful Participation Readiness (ETPR). However, academic research on digital takaful is still in its early stages. Most academics focus on technology and ignore the takaful institutions adopting it. Past studies have explored the topic of e-banking readiness, but limited studies have focused on its relation to the takaful area. This study is a pioneer in examining consumer participation readiness for e-takaful services, particularly during the digital shift process due to the pandemic. This paper proposes a conceptual framework for e-takaful adoption. Takaful institutions can use the proposed framework as a starting point for implementing e-takaful, and scholars can use it to expand, refine, and evaluate takaful technology (Takatech) research. The findings of this study can be shared with takaful industry stakeholders and regulatory bodies to help them develop innovative marketing strategies and customer-centric takaful products.