The Important of Information Valence on Self-Service Banking Technology Adoption: A Conceptual Framework

Although Self Service Banking Technologies (SSBTs), is known as core services provided by the banks, however in some developing countries, it is still at the early stage of adoption. For the banks in these developing countries, encouraging their customer to use the SSBTs is a great challenge. Thus, there is a critical need to understand the factors that influence customers decision towards SSBTs. The information about the service is the first stage of the adoption process that will lead awareness, interest, evaluation, trial and adoption of innovation (Roger 1962). This study aims to explore the factors that would influence SSBTs adoption at early stage with emphasis on the role of information valence. Both positive information and negative information are concerned in this study. A new conceptual model of information valence including positive framing and negative framing as predictor of SSBTs adoption is proposed. The findings of the study base on information valence model will contribute to understanding of the role of information factors on SSBTs adoption and extend the body of information valence literature. Also, understanding the information valence factor would be useful for bank managers in formulating strategies and more effectively reach the consumer to encourage increased in adoption rate of SSBTs. Limitation and suggestions for future research also are highlighted.