Factors Affecting The Adoption Of Tele – Birr Digital Payment Platform In Case Of Ethio Telecom Central West Region-Ambo Town

Abstract

This study aimed at Assessing factors affecting adoption of Tele birr Digital payment in Ambo Town. The study intended to examine the determinant factors affecting the adoption of Tele Birr Digital Payment Platform with a particular focus on tele birr customers in Case of Ethio Telecom Central West Region in Ambo Town. Adoption can be measured using the following variables: Awareness, perceived ease of use, perceived usefulness, perceived risk, and Prior Knowledge. The research is explanatory by nature and it followed a quantitative approach, thus a deductive research approach was used. Data were collected through a five points Likert type summated rating scales based questionnaire. Relatively a large sample of three hundred eighty-fours was surveyed. Correlation and regression analysis has been deployed to determine the strength of association between the dependent and independent variables. Once the use of these regression and correlation analysis is warranted; that is after the analysis test is qualified then the coefficient of regression analysis was used to substantiate or disprove the formulated hypothesis. The study revealed that all variables have a significant effect on the adoption of Tele Birr digital platform in the study area. Finally, the research found that perceived risk is the more significant factor that affects adoption of Tele birr followed by Awareness, perceived ease of use, perceived usefulness, and Prior Knowledge. The study, therefore, recommends that Ethio telecom replace the usage of USSD code with simple means for customers to access the Tele birr Digital payment menu. Technologies such as SIM Tool Kit (STK) and Near Field Communication (NFC) would be suitable if they want the proximity Tele birr digital payment to pick up. Ethio telecom should also increase number of Tele birr merchants to reach more people and also in collaboration with government to educate people on the importance of the service