Factors Affecting Adoption of Telebirr Mobile Money Service: The Case of Bahir Dar City

Tilahun, Atalay

dc.contributor.author	Tilahun, Atalay
dc.date.accessioned	2022-09-21T13:43:18Z
dc.date.available	2022-09-21T13:43:18Z
dc.date.issued	2022-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/14253
dc.description.abstract	This study aimed to identify the factors that affect the adoption of telebirr mobile money service in Bahir Dar City and to use the study’s findings to develop strategies for Ethio telecom on how to take advantage of the rate of adoption. For this study, a quantitative research approach was employed. The sources of data for this study were both primary and secondary. The primary data was collected from telebirr customers in Bahir Dar City. The instrument used for the collection of primary data was a questionnaire survey. Accordingly, 385 questionnaires were distributed to all computed sample respondents and 343 responses were received. The secondary data was considered from related works of literature. Convenience sampling techniques were used. On this study a descriptive and explanatory research design was used. Correlation analysis and multiple regression model were used to examine the relationship and to identify the effect of explanatory variables on the adoption of telebirr service. The analysis was conducted by using SPSS V.26. The regression analysis confirms that 83% of the independent variables in the model explained the dependent variable. This study result shows, being other variables constant, perceived risk has got negative association and significant effect on telebirr adoption, the remaining explanatory variables, awareness, perceived usefulness and perceived ease of use have a positive association and significant influence on the adoption of telebirr service by having a different exponent of beta values. The study recommends that telebirr service providers and marketers should concentrate on the four determinant variables that have the greatest influence on the adoption of telebirr service.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Factors Affecting Adoption of Telebirr Mobile Money Service: The Case of Bahir Dar City	en_US
dc.type	Thesis	en_US