Factors Affecting Adoption of Mobile Money Services: In Case of Telebirr
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Date
2023-06
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Addis Ababa University
Abstract
With a particular focus on Addis Ababa, the purpose of this study was to investigate factors that affect the adoption of mobile money services in the case of telebirr. To do this, it adopted the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and rationally substituted perceived risk and perceived knowledge for hedonic motivation and habit in order to quantitatively examine the relationship between the independent and dependent variable. Both descriptive and explanatory research design were used to examine the factors that influence the adoption of mobile money services. 385 residents of Addis Ababa were selected by means of convenience sampling technique, and primary data were collected via survey questionnaires. Both descriptive and inferential statistics have been employed on the gathered data in the quantitative analysis stage using Statistical Software for Social Sciences (SPSS) version 26. The analysis's results showed that the adoption of mobile money was positively correlated with all of the study variables. The study arrived at the conclusion that all seven of the factors used in the study were capable of predicting 47.8% of the variance in customers' adoption of telebirr mobile money services. Customers therefore use telebirr services because of their expected benefits, the status that they intend to achieve using the service, its simplicity, and its typically reasonable prices. The study recommends that ethiotelecom and future mobile money providers integrate new features and services into their mobile money systems, capitalize on the power of social influence, simplify the use of the services, and review the current service fees. Further, government bodies should promote the introduction and expansion of mobile money system by providing infrastructure and establishing the necessary legal frameworks
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Adoption