Factors Affecting the Adoption of Customer’s Mobile Payment: The Cause of Tele Birr Addis Ababa
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Date
2024-10
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Addis Ababa University
Abstract
The study adopted the Technology acceptance model (TAM) the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technology Acceptance Model (TAM). It examined six independent variables related to mobile payment service usage: perceived usefulness, perceived ease of use, perceived trust, perceived cost, perceived risk, and social influence. A quantitative research approach was employed, gathering data from 400 participants through a survey. Factor analysis established the validity of the measurement items, and reliability was assessed using Cronbach's alpha coefficient. Data analysis was conducted using SPSS 25, with Pearson correlation and multiple regression techniques. The results indicated that perceived usefulness, ease of use, trust, and social influence significantly impacted the adoption of mobile payment services. However, perceived cost and perceived risk did not significantly affect service adoption, possibly due to high transaction fees and potential errors during transactions. To enhance adoption rates, the researcher recommended that service providers improve system performance, minimize transaction errors, protect customer privacy, and consider offering reasonable transaction costs.
Keywords: include customer adoption, technology acceptance model, and mobile payment.