Factors Influencing the Adoption of Telebirr Service: the Case of West Addis Ababa Zonal Office of Ethiotelecom

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.