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Gaone Marunyane, PhD Student

School of Management

Huazhong University of Science and Technology, China

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Professor, He Yuanqiong

School of Management

Huazhong University of Science and Technology, China

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Abstract

The objective of this research is to elucidate the relation, role and effect of determinants of electronic banking adoption and human behaviour. This paper seeks to endorse the determinants; counter-conformity motivation, website social feature, ease of use and e-customer service, in relation to the Social Cognitive Theory, which accounts for the behaviour of humans. The model is tested on 267 valid participants, comprising of bank customers in Botswana using a structured questionnaire. A confirmatory factor analysis, structural equation modelling were employed in this analysis. Findings suggest that mainly counter-conformity has positive significant impact on the intention to adopt e-banking services, shadowed by e-customer service and website social feature respectively. Ease of use revealed non significance to intentions to adopt e-banking. In this study the significance, suggestions on theory recommendations and future research direction was reflected.   

Keywords: Finance, Banking, Electronic Banking, Social Cognitive Theory, Counter-Conformity Motivation, Social Feature, Consumer Behaviour

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