Determinants of using digital banking services: an analysis of user satisfaction through TAM and UTAUT models with PLS-SEM

The research we proposed has as its main objective to analyze the im-pact on consumer habits of the phenomenon of digital transformation in the world of banking and financial services. The future of finance has a digital DNA: old and new players have started FinTech systems, that have genet-ically modified the financial world. The scope of our research is to build a model that, through an extended application and reinterpretation of the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technology Acceptance Model (TAM), helps us to measure the factors af-fecting consumer satisfaction, retention levels towards digital banking and financial services and to investigate how these new services can impact on consumption. The importance of this research is twofold: to study the social implications deriving from the digital transformation of the financial world and to extend the models of technological acceptance through the constructs related to user satisfaction, loyalty, and propensity to consume. The study was carried out by administrating a survey to collect data, with which we extracted a sample and for testing hypotheses, we used a statistical method: a structural equation model with PLS-SEM (Partial Least Squares - Path Modeling) estimation. The proposed model showed a consistent link (R2 = 75%) with the predictors and the dependent variable "Satisfaction". The causal links between "Satisfaction" and loyalty have also been confirmed, with a 1% level of significance and with a moderate link.