Abstract:
This study is aim to know the factors influencing the adoption of Telebirr service; the case of
west Addis Ababa zonal office of ethiotelecom and to use the study’s findings was to develop
strategies for ethiotelecom on how to take advantage of Telebirr service. The study was use
descriptive method of study with cross sectional survey and use mixed research approach. This
study was use stratified random sampling to select questionnaire respondents and purposive
sampling to select interviewees. The research objective was to examine factors influencing the
adoption of Tele Birr services, to know the right benefit of the service in society. Primary and
secondary data were used for data analysis presents using descriptive statistics; the scope of the
study was limited to the Adoption & The right usage of the service in society especially in
ethiotelecom West Addis Ababa Zonal office. The instrument used for the collection of primary
data was a questionnaire survey. Accordingly, 385 questionnaires were distributed to all
computed sample respondents and 343 responses were received. The secondary data was
considered from related works of literature. Convenience sampling techniques were used. On
this study a descriptive and explanatory research design was used. Correlation analysis and
multiple regression model were used to examine the relationship and to identify the effect of
explanatory variables on the adoption of Telebirr service. The analysis was conducted by using
SPSS V.26. The regression analysis confirms that 83% of the independent variables in the model
explained the dependent variable. This study result shows, being other variables constant,
perceived risk has got negative association and significant effect on Telebirr adoption, the
remaining explanatory variables, awareness, perceived usefulness and perceived ease of use
have a positive association and significant influence on the adoption of Telebirr service by
having a different exponent of beta values. The study recommends that Telebirr service providers
and marketers should concentrate on the four determinant variables that have the greatest
influence on the adoption of Telebirr service.
