Users Intention Towards Digital Financial Service Adoption in Ethiopia

Tnsue Gebrekidan

doi:doi:10.11648/j.jfa.20221005.11

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Users Intention Towards Digital Financial Service Adoption in Ethiopia

Tnsue Gebrekidan

Published in Journal of Finance and Accounting (Volume 10, Issue 5)

Received: 11 August 2022 Accepted: 20 September 2022 Published: 28 September 2022

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Abstract

In recent times, mobile money services have become a fashioned services following to the rapid development of mobile technologies and increasing demand for cashless business transactions. Such demand has also ushered a new era to the banking industry and bank users. However, the bank users’ intensions to adopt the services, particularly in Ethiopia, were not studied yet. To fill this study gap, data was collected from 384 users of banks branching in Addis Ababa and analyzed by integrating the modified extended unified theory of acceptance and use of technology (UTAUT2) and with the structural equation model. According to the path analysis, the study found performance expectancy, effort expectancy, facilitation conditions, hedonic motivation and price value to be a positive and strong predictor of the bank user’s behavioral intension to adopt the mobile money services followed by the exogenous predictors such as perceived security and trust on the technology. Another interesting finding is that the users’ behavioral intention to adopt such services is significantly transformed in to actual behavior. But, none of the moderating variables have significant effect on the users’ behavioral intension to adopt the services and they are excluded from the path. Based on the finding, the study advices the mobile money service providers to use an aggressive approach to strengthen positive trust drivers, eliminate insecurity dimensions, and design aesthetically appealing services with a state-of-the-art technology which have multi-purpose operational interfaces.

Published in	Journal of Finance and Accounting (Volume 10, Issue 5)
DOI	10.11648/j.jfa.20221005.11
Page(s)	196-205
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Mobile Money, UTAUT2, Users Intension, Banking in Ethiopia

References

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APA Style

Tnsue Gebrekidan. (2022). Users Intention Towards Digital Financial Service Adoption in Ethiopia. Journal of Finance and Accounting, 10(5), 196-205. https://doi.org/10.11648/j.jfa.20221005.11

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Tnsue Gebrekidan. Users Intention Towards Digital Financial Service Adoption in Ethiopia. J. Finance Account. 2022, 10(5), 196-205. doi: 10.11648/j.jfa.20221005.11

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AMA Style

Tnsue Gebrekidan. Users Intention Towards Digital Financial Service Adoption in Ethiopia. J Finance Account. 2022;10(5):196-205. doi: 10.11648/j.jfa.20221005.11

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@article{10.11648/j.jfa.20221005.11,
  author = {Tnsue Gebrekidan},
  title = {Users Intention Towards Digital Financial Service Adoption in Ethiopia},
  journal = {Journal of Finance and Accounting},
  volume = {10},
  number = {5},
  pages = {196-205},
  doi = {10.11648/j.jfa.20221005.11},
  url = {https://doi.org/10.11648/j.jfa.20221005.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jfa.20221005.11},
  abstract = {In recent times, mobile money services have become a fashioned services following to the rapid development of mobile technologies and increasing demand for cashless business transactions. Such demand has also ushered a new era to the banking industry and bank users. However, the bank users’ intensions to adopt the services, particularly in Ethiopia, were not studied yet. To fill this study gap, data was collected from 384 users of banks branching in Addis Ababa and analyzed by integrating the modified extended unified theory of acceptance and use of technology (UTAUT2) and with the structural equation model. According to the path analysis, the study found performance expectancy, effort expectancy, facilitation conditions, hedonic motivation and price value to be a positive and strong predictor of the bank user’s behavioral intension to adopt the mobile money services followed by the exogenous predictors such as perceived security and trust on the technology. Another interesting finding is that the users’ behavioral intention to adopt such services is significantly transformed in to actual behavior. But, none of the moderating variables have significant effect on the users’ behavioral intension to adopt the services and they are excluded from the path. Based on the finding, the study advices the mobile money service providers to use an aggressive approach to strengthen positive trust drivers, eliminate insecurity dimensions, and design aesthetically appealing services with a state-of-the-art technology which have multi-purpose operational interfaces.},
 year = {2022}
}

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TY  - JOUR
T1  - Users Intention Towards Digital Financial Service Adoption in Ethiopia
AU  - Tnsue Gebrekidan
Y1  - 2022/09/28
PY  - 2022
N1  - https://doi.org/10.11648/j.jfa.20221005.11
DO  - 10.11648/j.jfa.20221005.11
T2  - Journal of Finance and Accounting
JF  - Journal of Finance and Accounting
JO  - Journal of Finance and Accounting
SP  - 196
EP  - 205
PB  - Science Publishing Group
SN  - 2330-7323
UR  - https://doi.org/10.11648/j.jfa.20221005.11
AB  - In recent times, mobile money services have become a fashioned services following to the rapid development of mobile technologies and increasing demand for cashless business transactions. Such demand has also ushered a new era to the banking industry and bank users. However, the bank users’ intensions to adopt the services, particularly in Ethiopia, were not studied yet. To fill this study gap, data was collected from 384 users of banks branching in Addis Ababa and analyzed by integrating the modified extended unified theory of acceptance and use of technology (UTAUT2) and with the structural equation model. According to the path analysis, the study found performance expectancy, effort expectancy, facilitation conditions, hedonic motivation and price value to be a positive and strong predictor of the bank user’s behavioral intension to adopt the mobile money services followed by the exogenous predictors such as perceived security and trust on the technology. Another interesting finding is that the users’ behavioral intention to adopt such services is significantly transformed in to actual behavior. But, none of the moderating variables have significant effect on the users’ behavioral intension to adopt the services and they are excluded from the path. Based on the finding, the study advices the mobile money service providers to use an aggressive approach to strengthen positive trust drivers, eliminate insecurity dimensions, and design aesthetically appealing services with a state-of-the-art technology which have multi-purpose operational interfaces.
VL  - 10
IS  - 5
ER  -

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Author Information

Tnsue Gebrekidan

Ethiopian Civil Service University, Addis Ababa, Ethiopia

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APA Style

Tnsue Gebrekidan. (2022). Users Intention Towards Digital Financial Service Adoption in Ethiopia. Journal of Finance and Accounting, 10(5), 196-205. https://doi.org/10.11648/j.jfa.20221005.11

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Tnsue Gebrekidan. Users Intention Towards Digital Financial Service Adoption in Ethiopia. J. Finance Account. 2022, 10(5), 196-205. doi: 10.11648/j.jfa.20221005.11

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AMA Style

Tnsue Gebrekidan. Users Intention Towards Digital Financial Service Adoption in Ethiopia. J Finance Account. 2022;10(5):196-205. doi: 10.11648/j.jfa.20221005.11

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@article{10.11648/j.jfa.20221005.11,
  author = {Tnsue Gebrekidan},
  title = {Users Intention Towards Digital Financial Service Adoption in Ethiopia},
  journal = {Journal of Finance and Accounting},
  volume = {10},
  number = {5},
  pages = {196-205},
  doi = {10.11648/j.jfa.20221005.11},
  url = {https://doi.org/10.11648/j.jfa.20221005.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jfa.20221005.11},
  abstract = {In recent times, mobile money services have become a fashioned services following to the rapid development of mobile technologies and increasing demand for cashless business transactions. Such demand has also ushered a new era to the banking industry and bank users. However, the bank users’ intensions to adopt the services, particularly in Ethiopia, were not studied yet. To fill this study gap, data was collected from 384 users of banks branching in Addis Ababa and analyzed by integrating the modified extended unified theory of acceptance and use of technology (UTAUT2) and with the structural equation model. According to the path analysis, the study found performance expectancy, effort expectancy, facilitation conditions, hedonic motivation and price value to be a positive and strong predictor of the bank user’s behavioral intension to adopt the mobile money services followed by the exogenous predictors such as perceived security and trust on the technology. Another interesting finding is that the users’ behavioral intention to adopt such services is significantly transformed in to actual behavior. But, none of the moderating variables have significant effect on the users’ behavioral intension to adopt the services and they are excluded from the path. Based on the finding, the study advices the mobile money service providers to use an aggressive approach to strengthen positive trust drivers, eliminate insecurity dimensions, and design aesthetically appealing services with a state-of-the-art technology which have multi-purpose operational interfaces.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Users Intention Towards Digital Financial Service Adoption in Ethiopia
AU  - Tnsue Gebrekidan
Y1  - 2022/09/28
PY  - 2022
N1  - https://doi.org/10.11648/j.jfa.20221005.11
DO  - 10.11648/j.jfa.20221005.11
T2  - Journal of Finance and Accounting
JF  - Journal of Finance and Accounting
JO  - Journal of Finance and Accounting
SP  - 196
EP  - 205
PB  - Science Publishing Group
SN  - 2330-7323
UR  - https://doi.org/10.11648/j.jfa.20221005.11
AB  - In recent times, mobile money services have become a fashioned services following to the rapid development of mobile technologies and increasing demand for cashless business transactions. Such demand has also ushered a new era to the banking industry and bank users. However, the bank users’ intensions to adopt the services, particularly in Ethiopia, were not studied yet. To fill this study gap, data was collected from 384 users of banks branching in Addis Ababa and analyzed by integrating the modified extended unified theory of acceptance and use of technology (UTAUT2) and with the structural equation model. According to the path analysis, the study found performance expectancy, effort expectancy, facilitation conditions, hedonic motivation and price value to be a positive and strong predictor of the bank user’s behavioral intension to adopt the mobile money services followed by the exogenous predictors such as perceived security and trust on the technology. Another interesting finding is that the users’ behavioral intention to adopt such services is significantly transformed in to actual behavior. But, none of the moderating variables have significant effect on the users’ behavioral intension to adopt the services and they are excluded from the path. Based on the finding, the study advices the mobile money service providers to use an aggressive approach to strengthen positive trust drivers, eliminate insecurity dimensions, and design aesthetically appealing services with a state-of-the-art technology which have multi-purpose operational interfaces.
VL  - 10
IS  - 5
ER  -

Copy | Download