"Factors Influencing Adoption Of Tele birr Service Usage ‘‘

Abstract

This study aimed to identify the factors that affect the adoption of tele birr service usage in Holeta town and to use the study’s findings to develop strategies for Ethio telecom on how to take advantage of the rate of adoption. On this study a descriptive and explanatory research design used. For this study, a quantitative research approach employed and the sources of data for this study both primary and secondary. Primary data collected from tele birr customers in Holeta town. The instrument used for the collection of primary data is questionnaire. After data collected, data processed and analyzed using descriptive data analysis; the corrected data edited and interpreted using tables, percentages. Correlation analysis and multiple regression models used to examine the relationship and to identify the effect of explanatory variables on the adoption of tele birr service. The analyzed data conducted by using SPSS technology. The study concluded the averege numbers of customers adopted tele birr service particularly customers use telebirr for sending money, receiving money, for buying goods, to buy airtime, for paying bills. The study also found the level of awareness a customer has about their mobile money is one of the main factors influencing the use of tele birr. The study also concluded the degree to which an customers believes that using tele birr useful is at good level. The study found that the degree to which a customers trusts tele birr system is easy to use is at averege level. The study concluded previous knowledge is one of the factors influencing adoption of tele birr. The study found that the user's belief about the possible uncertain consequences of mobile money service determines their adoption of tele birr service. In general, the study clearly shows, among the five factors, perceived usefulness makes the strongest effect on the adoption of tele birr service usage. Further, perceived risk makes the medium contribution to explaining the adoption of tele birr service usage followed by prior knowledge followed by awareness of tele birr service and followed by perceived easy way of use. The Management of Ethio Telecom expected to ensure prior knowledge is given the highest importance to improve the adoption of the telebirr mobile money service.