Meskerem M. (PhD)Mulugeta Tsegaye2025-03-172025-03-172024-06-11https://etd.aau.edu.et/handle/123456789/5060This study sought to investigate the factors influencing consumer adoption of Tele-birr. Quantitative research approach was utilized, which included surveys and data analysis. To attain representativeness by random sampling, a convenience sampling approach was employed with a sample size of 385 individuals. Data was gathered via an online survey questionnaire delivered via Google Forms. A model based on the Extended unified theory on acceptance and use of technology was developed to link the key variables. Multiple regression analysis was used to test the hypotheses. This study used a modified Extended unified theory on acceptance and use of technology framework and identified Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), Perceived Value (PV), and Perceived Knowledge (PK) as critical factors that positively influence customer adoption of Tele-birr. These research findings are useful for mobile payment service providers, legislators, researchers, technology developers, and financial institutions alike. Understanding the individual elements that drive consumer adoption of Tele-birr can help lead the creation of effective tactics to promote its use and expedite the wider adoption of mobile payment technology.enThesis