You have asked two questions.
(1) The reason behind a negative sign is to be consistent in dealing with real signals and their complex representation. In terms of complex signals, a complex data symbol is $a=\{a_I, a_Q\}$ while the carrier signal is $e^{j\omega t}$. During the upconversion process and ignoring the pulse shaped symbol stream (i.e., focusing on one symbol only),
$$a\cdot e^{j\omega t}=\{a_I+ja_Q\}\cdot\{\cos \omega t +j\sin \omega t\}\\
=a_I\cos \omega t -a_Q\sin \omega t+j(a_Q\cos\omega t +a_I\sin \omega t)$$
Obviously, it's just the real signal that is transmitted and hence for consistency $-\sin\omega t$ is used. On the Rx side, this signal is multiplied with $e^{-j\omega t}$ for downconversion which simply cancels the Tx carrier. In terms of real signals, multiplying with $\cos\omega t$ produces a DC term proportional to $a_I$ and multiplying this real signal with $-\sin \omega t$ produces a DC term proportional to $a_Q$ (and not $-a_Q$), the two minuses before $\sin$ thus cancel out.
$$(a_I\cos \omega t -a_Q\sin \omega t)(-\sin\omega t) = -\frac{a_I}{2}2\cos \omega t\cdot \sin \omega t+a_Q\sin^2\omega t\\
= -\frac{a_I}{2}\sin 2\omega t+\frac{a_Q}{2}t-\frac{a_Q}{2}\cos 2 \omega t$$
Filtering out the double frequency terms gives the correct sign for $a_Q$.
(2) Yes, the scaling factors in the basis functions are for normalization purposes. The factor $\sqrt{2}$ when appearing at both Tx and Rx becomes $2$ and restores the correct amplitude for $a_I$ and $a_Q$ (see answer to (1) above where a factor $2$ is there in the denominator). The same is true for the factor $\sqrt{E_g}$ as it eventually cancels out.