Browsing by Author "Natnael Shegaw"

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    Factors Affecting Tele Birr Adoption Using Technology Acceptance Model: A Case Study of Ethio-Telecom, Ethiopia
    (Addis Ababa University, 2023-06) Natnael Shegaw; Abraraw Chane (PhD)
    The technology acceptance model (TAM) has been considered a viable model for conceptualizing mobile money adoption. Mobile Money is a key factor of revolutionized financial service delivery and thereby enhancing access to finance in emerging economies, especially in East African countries including Ethiopia. Recently, Ethio-Telecom has launched Tele Birr services to the customers, as an alternative means of mobile based payment in Ethiopia though a dearth of research on understanding and conceptualizing the adoption factors. Thus, this study aimed to model Tele Birr Adoption using TAM. An empirical survey among 400 convenient active tele birr users in Addis Ababa between March 25 and May 25 Data was gathered using a standardized questionnaire, and SPSS version 23 was used for analysis. In particular, mean and standard deviation scores, Pearson coefficient, and multiple regression models were employed to analyze the data. The result reveals that awareness, perceived ease of use, and perceived usefulness were found a positive and significant effect on tele birr adoption, but perceived risk and trust were not statistically significant despite having a positive influence on users’ behavioral intention to adopt and use tele birr services. Therefore, tele birr is more likely to be adopted by customers who are already familiar with and comfortable using the services; and it needs to be useful, easily to use, trusted, and involves less risk to use the services. The findings provide useful implications to Ethio-telecom to promote and create awareness about the usefulness and develop appropriate policies and regulations to build trust and minimize the risks associated with the use of tele birr services