How downside aspects of new e-banking technology can influence consumers

Abstract: The purpose of this study is to investigate whether consumers’ negative emotions (loss and deterrence emotions) toward new e-banking technology influence their behavioral intention to adopt new emerging e-banking technology. This thesis tries to integrate the unified theory of acceptance and use of technology (UTAUT) with emotion as a non-cognitive factor and perceived risk as a well-known influential factor in the banking context. The Partial Least Square Structural Equation Modeling (PLS-SEM) was used for analyzing its conceptual model and hypotheses. To test the hypotheses and model of this paper, a sample of 109 students as young consumers of new emerging e-banking technology was collected in Sweden. The findings support the negative relationship between loss emotions and effort expectancy as one of the cognitive factors of the UTAUT. Loss emotions could impact consumers’ behavioral intentions through consumers’ effort expectancy and performance expectancy. Moreover, the results show that perceived risk and performance expectancy are the strongest predictors of consumers' behavioral intention to adopt new emerging e-banking technology respectively while social influence and hedonic motivation do not show a statistically significant impact on consumers’ behavioral intention. The present study contributes to previous research by examining the influence of a broad range of negative emotions on consumers' behavioral intention to adopt new e-banking technology. To the best of the author’s knowledge, there exists no other study referring to this issue neither in the banking industry nor with the Swedishenvironment.