Effects of Customers' Trust, Security, And User Experience on Consumer Adoption of E-Payment: A Case Study of Telebirr Wallet in Addis Ababa
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Date
2024-06
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Addis Ababa University
Abstract
This research investigates the intricate relationships between trust, security perceptions, and user experience within the Telebirr Wallet ecosystem in Addis Ababa, Ethiopia. As digital payment systems gain traction globally, the Telebirr Wallet plays a significant role in the city's financial landscape, with over 46.6 million total users as of May 2024, reflecting the growing adoption of digital financial technologies. Utilizing a comprehensive quantitative analysis with a sample size of 384 respondents, and 347 valid responses, the study reveals significant regression coefficients, with trust, security, and user experience playing crucial roles in influencing consumer buying behavior. Notably, high levels of trust, security perception, and user experience satisfaction are observed among Telebirr users, with trust emerging as the primary adoption driver, followed by user experience and finally perceived security. These findings offer valuable implications for academia and industry, providing actionable recommendations to enhance the Telebirr Wallet and similar digital payment platforms. Policymakers, service providers, and industry professionals can leverage these insights to improve the reliability and user-friendliness of e-payment systems in Addis Ababa, thereby advancing digital financial inclusion and empowerment in the region.
Key Terms: Digital Payment Systems, Telebirr Wallet, Trust, Security Perceptions, User Experience, Adoption Factors, Addis Ababa, E-Payment Systems.