Marketing Management

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Browsing Marketing Management by Subject "Adoption of telebirr mobile money service"

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    Factor Affecting the Adoption of Telebirr Mobile Money Service in Addis Ababa
    (Addis Ababa University, 2023-07) Yohannes Kibru; Belaynesh Tefera (PhD)
    The main objective of this study is to investigate the factors influencing the adoption of telebirr mobile money service in Addis Ababa. To achieve this, a quantitative research method is used using structured questionnaires. Data were collected from 360 respondents selected using a non-random convenience sampling technique. To test reliability Cronbach alpha was used. Data were processed and analyzed by use of the Statistical Package for Social Sciences software version 26. Collected data were analyzed, interpreted, discussed and presented using descriptive, correlation and multiple linear regression analyses. The descriptive analysis results revealed that perceived risk highly affect adoption of telebirr mobile money service. The correlation result shows that there is a positive and significant relationship between the five independent variables (Awareness, perceived ease of use, prior knowledge, perceived usefulness and perceived trust) and adoption of tele birr mobile money service and perceived risk have negative association and significant. The results of multiple regression analysis revealed that the independent variables (Awareness, perceived ease of use, prior knowledge, perceived usefulness and perceived trust) have a positive influence on adoption of tele birr mobile money service and perceived risk has negative influence on adoption of telebirr mobile money service in Addis Ababa. Perceived trust has a highly significant influence on tele birr mobile money service as compared to other independent variables. Finally, the researchers recommend that in order to have satisfied customers or users of tele birr mobile money service, Ethio telecom should develop the public perception of tele birr mobile money services by highlighting more benefits such as trustworthy, time savings, cost savings, and convenience through various types of media