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DETERMINANTS OF BANK CUSTOMER’S INTENTION TO ADOPT ELECTRONIC FINANCE TECHNOLOGIES IN ETHIOPIA: AN INTEGRATION OF TAM WITH FINANCIAL RISK, FINANCIAL TRUST, AND AWARENESS

Abstract

Banking industries in developing countries like Ethiopia in Africa highly committed to invest huge capital for introducing new e-finance technologies and training their professional employees. However, the adoption feedback from their customer’s side is still passive and challenged by many factors. This study was aimed to investigate factors that determine bank customer’s intention to adopt electronic financial technologies in Ethiopia. The original TAM model was used that constructed with perceived financial trust, perceived financial risk, subjective norm and awareness as exogenous factors that predict bank customer’s intention to adopt the technologies. Self-administered questioner was used for data collected from 412 bank customers and the exploratory factor analysis (EFA) and CFA confirmed data was internally consistent enough to measure each factor. The finding of the study shows perceived ease of use, perceived usefulness, perceived financial trust, subjective norm and awareness about new electronic finance technology positively predicts bank customer’s intention to adopt it.

WONDWOSSEN JERENE, DHIRAJ SHARMA

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