Trends and Practices of Ethio Telecom in Its Innovative Approach: Adoption and Diffusion of Tele-Birr App
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Date
2024-05
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Addis Ababa University
Abstract
This study investigates the determinants influencing the adoption and diffusion of mobile money services within the context of Tele-birr in Addis Ababa, utilizing a modified Unified Theory of Acceptance and Use of Technology (UTAUT2) model. The model incorporates perceived risk and knowledge, alongside traditional variables such as performance expectancy, effort expectancy, social influence, facilitating conditions, and perceived value. Data were collected from 385 participants using a 31-item survey and analyzed using Pearson correlation and regression analysis with SPSS version 26. Results indicate that perceived knowledge is the most significant predictor of Tele-birr adoption, with a beta value of 0.474. Performance expectancy, effort expectancy, social influence, and facilitating conditions also positively impact adoption, while perceived risk negatively influences it. These variables account for 89.1% of the variance in Tele-birr adoption. The study underscores the importance of user education and awareness campaigns to enhance adoption rates. Additionally, enhancing the user-friendliness of the Tele-birr platform and leveraging social influence can further promote its uptake. The complex relationship between adoption and diffusion is highlighted, suggesting that increased adoption leads to more rapid and widespread diffusion. The study recommends that Ethio Telecom and future providers enhance mobile money services by educating, introducing new features, leveraging social influence, and simplifying usage. Governmental support in terms of infrastructure and legal frameworks is also advised to foster the growth of mobile money systems.
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Tele-birr, Mobile Money Services