Online Banking Transactions and Mere-Exposure Effect

Abstract

This study examines whether the online banking transaction values are being affected by the number of visits made to the bank by the customers in the context of Sri Lankan commercial banks. Simultaneously, study analyses the differences/similarities in online banking transaction values performed by the groups of customers; specifically, amongst the control group and the other groups. Respondents were the students of Uwa Wellassa University those who are possessing online banking services of the selected commercial banks. According to the number of visits made to the bank, four groups consisting of 20 each, were formed and 80 questionnaires were used for data analysis. Conceptual model was designed incorporating the psychological concept of mere-exposure effect. Non-parametric, Kruskal–Wallis test used for the analysis and it was followed by pair-wise and step-wise step-down methods alongside the trend analysis using Jonckheere-Terpstra test. Empirical results supported both the hypotheses, subsequently. Restricted sample selection owing to time constraints is a limitation. Nevertheless, incorporation of non -parametric tests and mere-exposure effect in relation to present research context could be noted as the originality of the research. Findings would be beneficial for online banking services providers and policy makers, the same. In conclusion, it is suggested to conduct researches in varied contexts in the field of technology adoption by integrating related variables, moderators and mediators.