Website Usability, Perceived Usefulness and Adoption of Internet Banking Services in the Context of Sri Lankan Financial Sector

Abstract

Research evaluates the effects of website user friendliness or in a broader sense: web usability (UF), perceived usefulness (PU) and interactions towards internet banking adoption in the context of Sri Lankan commercial banks and finance companies. Sample consisting 60 respondents, was drawn from the students of Uwa Wellassa University considering the simple random sampling method. Questionnaire survey was performed amongst each of 30 male and female respondents in which they were requested to rate nine internet banking websites of aforesaid institutions (segregated considering UF-very high/high/average and PU-very high/high/average attributes and designated nine websites as first being UF-very high and PU-very high and following the same sequence) out of total score of 100 with respect to adoption of internet banking services (AoIBS). TAM and E-SERVQUEL models have been adopted. Mixed design ANOVA was used as the primary analysis tool. Empirical evidence supported all the four hypotheses indicating the significance of levels of UF, PU and interactions on AoIBS. Non evaluation of sub interactions on UF * PU and Gender * UF * PU was a limitation of the present study. However, findings of the research would be beneficial in uplifting the status of internet banking adoption in Sri Lanka across the entire banking and financial institutions. Mixed ANOVA analysis and incorporation of aforementioned related models would contribute towards originality of the study. Similarly, future researches could be performed in different contexts alongside related variables in quest of innovative findings.