Determining Factors of Behavioral Intention to Adopt Digital Banking: A Pilot Study on Youngsters in Malaysia

Some consumers continue to prefer traditional banks due to confusion or a lack of understanding about digital banking. Conventional methods of consumer profiling, which rely on past behavior and existing assets, are unlikely to drive the future success of digital banking. To achieve effective digital transformation, it is crucial to understand the behavior, preferences, and decision-making patterns of today’s digital consumers. This study explores the influence of performance expectancy, effort expectancy, social influence, and facilitating conditions on young people's intention to use digital banking, using the Unified Theory of Acceptance and Use of Technology (UTAUT) as a framework. Data were collected from 55 respondents through non-probability sampling and analyzed using reliability and regression analysis. The findings revealed a significant positive relationship between behavioral intention and both performance expectancy and facilitating conditions. These insights can help digital banking providers develop better strategies to encourage wider adoption of their services.