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Top1. Introduction
Online banking was first originated in the period of the dot-com bubble about 20 years ago when 4,990 banks were offering or planning to offer full-service Internet banking in the United States (Pyun, Scruggs, & Nam, 2002). Despite many players have closed down, the United Kingdom, Japan, China, and Hong Kong detonated the second wave of online banking due to the wave of financial technology (Xu, Tang, & Guttman, 2019). Particularly, in places where financial infrastructure is insufficient, the demand for financial innovation is even greater. This is the tendency of the big environment which forces them to compete with traditional banks. For example, 80% of people in Africa do not have access to banking services or open accounts, but 93% have mobile devices. So, they directly use “online payment” from mobile phones to solve the problem of payment and remittance (Aker & Mbiti, 2010).
The online banking is the key element for the development of electronic commerce and e-businesses. It provides users with convenient daily services, such as wire transfer and online payment for convenient transactions and time-saving for users (Zaffar, Kumar, & Zhao, 2019). For banks, online banking technologies can enable higher service efficiency, save administrative costs, and provide borderless services. For consumers, these services are provided with no restrictions in terms of time and locality, which leads to reductions in time and costs. Online banking, therefore, is an imperative technology to retain key customers for banks under such intensified business competition nowadays (Laukkanen, 2016; Mbama, Ezepue, Alboul, & Beer, 2018).
Traditionally, the development of online banking services has mainly focused on two dimensions: functionality and user interface (Ahmad & Al-Zu’bi, 2011; Faroughian, Kalafatis, Ledden, Samouel, & Tsogas, 2012; Rodrigues, Costa, & Oliveira, 2016). Functionality refers to the financial service functions that online banking provides to customers. The user interface refers to the visual arrangement of presenting the above services to customers (Rodrigues et al., 2016). Both of these two dimensions can bring customers a direct sense of practicality and usability. With the popularization of online banking, a well-designed system has changed from a sufficient condition for successful online services to a necessary condition for successful services(Szopiński, 2016). While every bank proposes an online banking system with similar functions and interfaces, having good functions and interfaces has become a necessary condition, rather than a competitive advantage (Bradley & Stewart, 2003).
In past studies, the determinations of the successful online banking and factors affecting the user acceptance of online banking have received much attention. The mainstream researches focus on the cognitive usability of online banking, which concerns usability, ease of use, and security issues (Durucu, Isik, & Calisir, 2019; Hoehle, Scornavacca, & Huff, 2012). However, only a few studies focused on customers’ emotions in the banking industry that concern their satisfaction with the service (Mattila & Enz, 2002; Reydet & Carsana, 2017). Base on the Coherence Theory of Decision (CTD), people achieve a given goal through the interaction of cognition and emotion (Thagard, 2001; Thagard & Millgram, 1997). This means that users’ emotion and their interaction between users and online banking are equally important. For example, no matter how perfect the functions of online banking are, if people have a negative experience in the system, such as facing complex functions, cumbersome login authentication mechanisms, etc..., they will not continuously use the system as intended.