What Drives Rural Women Entrepreneurs Towards Adoption of Mobile Applications in Business?
Authors
-
Department of Commerce, Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore – 641043, Tamil Nadu ,IN
C. P. Mary Treasa -
Department of Commerce, Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore – 641043, Tamil Nadu ,INP. Santhi
DOI:
https://doi.org/10.18311/sdmimd/2024/46447Keywords:
Behaviour Intention, Digital Divide, Mobile Application, Rural Women Entrepreneurship, UTAUTAbstract
The escalation of mobile technology has transformed the entrepreneurial landscape, particularly in rural and underserved communities. Greater access to business applications on mobile devices has enhanced their operational efficiency, improved customer engagement, and strengthened their competitive edge. This research paper delves into the experiences of adoption intention of mobile applications among women rural entrepreneurs registered with Jan Shikshan Sansthan, Palakkad district, in 2022-2023 by applying purposive sampling. The study draws on qualitative insights from in-depth interviews and analyzes the data using the UTAUT Model with Smart PLS. The study confirmed that the effect of performance and effort expectancy on rural women entrepreneurs’ willingness to adopt mobile apps for business operations was significant. On the contrary, social influence and facilitating conditions have a negative impact, indicating the focus on reducing technophobia among rural entrepreneurs with digital infrastructure and a continuous support system. The study proffers valuable insights to policymakers and app developers to promote adoption. Furthermore, this study aligns with the Digital India Initiative and Sustainable Development Goal 8, as it drives forward the digital transformation of small and medium enterprises.
Downloads
Metrics
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 C. P. Mary Treasa, P. Santhi
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Abed, S. S. (2021). Women entrepreneurs’ adoption of mobile applications for business sustainability. Multidisciplinary Digital Publishing Institute, 13(21), 11627-11627. https://doi.org/10.3390/su132111627
Abubakar, F. M., & Ahmad, H. B. (2013). The moderating effect of technology awareness on the relationship between UTAUT constructs and behavioral intention to use technology: A conceptual paper.Australian Journal of Business and Management Research, 3(2), 14-23. https://doi.org/10.52283/NSWRCA.AJBMR.20130302A02
Al Sayegh, A. J., Ahmad, S. Z., AlFaqeeh, K. M., & Singh, S. K. (2023). Factors affecting e-government adoption in the UAE public sector organizations: The knowledge management perspective. Journal of Knowledge Management, 27(3), 717-737. https://doi.org/10.1108/JKM-09-2021-0681
Ali, M. B., Tuhin, R., Alim, M. A., Rokonuzzaman, M., Rahman, S. M., & Nuruzzaman, M. (2024). Acceptance and use of ICT in tourism: The modified UTAUT model. Journal of Tourism Futures, 10(2), 334-349. https://doi.org/10.1108/JTF-06-2021-0137
AlMas, A., Alsaber, A., & Nafea, R. (2024). Understanding the Factors that Influence the Intention of Kuwaiti Entrepreneurs to Use Technology Using the UTAUT Model. Sustainable Innovations in Management in the Digital Transformation Era (pp. 1-13). Routledge. https://doi.org/10.4324/9781003450238-1
Al-Saedi, K., Al-Emran, M., Ramayah, T., & Abusham, E. (2020). Developing a general extended UTAUT model for M-payment adoption. Technology in Society, 62, Article 101293. https://doi.org/10.1016/j.techsoc.2020.101293
Arfi, W. B., Nasr, I. B., Khvatova, T., & Zaied, Y. B. (2021). Understanding acceptance of eHealthcare by IoT natives and IoT immigrants: An integrated model of UTAUT, perceived risk, and financial cost. Technological Forecasting and Social Change, 163, Article 120437. https://doi.org/10.1016/j.techfore.2020.120437
Asamoah, D. A., Dinsmore, J. B., & Swani, K. (2024). Benefits, barriers, and facilitators of developing B2B mobile applications. Journal of Business and Industrial Marketing, 39(3), 537-552. https://doi.org/10.1108/JBIM-10-2022-0457
Bayonne, E., Marin-Garcia, J. A., & nnAlfalla-Luque, R. (2020). Partial Least Squares (PLS) in operations management research: Insights from a systematic literature review. Journal of Industrial Engineering and Management, 13(3), 565-597. https://doi.org/10.3926/jiem.3416
Byun, D. H., & Finnie, G. (2011). Evaluating usability, user satisfaction and intention to revisit for successful e-government websites. Electronic Government, 8(1), 1-19. https://doi.org/10.1504/EG.2011.037694
Camilleri, M. A. (2024). Factors affecting performance expectancy and intentions to use ChatGPT: Using SmartPLS to advance an information technology acceptance framework. Technological Forecasting and Social Change, 201, Article 123247. https://doi.org/10.1016/j.techfore.2024.123247
Chao, C. M. (2019). Factors determining the behavioral intention to use mobile learning: An application and extension of the UTAUT model. Frontiers in Psychology, 10, Article 1652. https://doi.org/10.3389/fpsyg.2019.01652
Chatterjee, S., Gupta, S. D., & Upadhyay, P. (2020). Technology adoption and entrepreneurial orientation for rural women: Evidence from India. Technological Forecasting and Social Change, 160, Article 120236. https://doi.org/10.1016/j.techfore.2020.120236
Chin, W. W. (1998). Commentary: Issues and opinions on structural equation modeling. MIS Quarterly, vii-xvi.
Chong, A. Y. L. (2013). Predicting m-commerce adoption determinants: A neural network approach. Expert Systems with Applications, 40(2), 523-530. https://doi.org/10.1016/j.eswa.2012.07.068
Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018). Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology. Computers in Human Behavior, 86, 109-128. https://doi.org/10.1016/j.chb.2018.04.017
Cirera, X., Comín, D., & Cruz, M. (2022). Bridging the technological divide: Technology adoption by firms in developing countries.
Dahlman, C. J., Mealy, S., & Wermelinger, M. (2016). Harnessing the digital economy for developing countries. OECD Development Centre Working Papers. https://doi.org/10.1787/4adffb24-en
Diamantopoulos, A., Riefler, P., & Roth, K. P. (2008). Advancing formative measurement models. Journal of business research, 61(12), 1203-1218. https://doi.org/10.1016/j.jbusres.2008.01.009
Edo, O. C., Ang, D., Etu, E. E., Tenebe, I., Edo, S., & Diekola, O. A. (2023). Why do healthcare workers adopt digital health technologies cross-sectional study integrating the TAM and UTAUT model in a developing economy. International Journal of Information Management Data Insights, 3(2), Article 100186. https://doi.org/10.1016/j.jjimei.2023.100186
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1), 39-50. https://doi.org/10.1177/002224378101800104
Geber, S., & Friemel, T. N. (2022). Tracing-technology adoption during the COVID-19 pandemic: The multifaceted role of social norms. International Journal of Communication, 16, 20.
Gnanasaranya, S. (2017). Adoption Of Icts by women microentrepreneurs in rural areas - A study in Dindigul district, Tamil Nadu, India. International Journal of Knowledge Management and Practices, 5(2).
Goswami, A., & Dutta, S. (2016). E-commerce adoption by women entrepreneurs in India: An application of the UTAUT model. Business and Economic Research, 6(2), 440-454. https://doi.org/10.5296/ber.v6i2.10560
GSMA (2023) The mobile economy 2023https://www.gsma.com/solutions-and-impact/connectivity-for-good/mobile-economy/wp-content/uploads/2023/03/270223- The-Mobile-Economy-2023.pdf
GSMA. (2024). The mobile economy report. https://www.gsma.com/solutions-and-impact/connectivity-for-good/mobile-economy/wp-content/uploads/2024/02/260224-The-Mobile-Economy-2024.pdf
Gunasinghe, A., & Nanayakkara, S. (2021). Role of technology anxiety within UTAUT in understanding non-user adoption intentions to virtual learning environments: The state university lecturers’ perspective. International Journal of Technology Enhanced Learning, 13(3), 284-308. https://doi.org/10.1504/IJTEL.2021.115978
Gupta, V., Rubalcaba, L., Gupta, C., & Pereira, L. (2024). Social networking sites adoption among entrepreneurial librarians for globalizing startup business operations. Library Hi Tech, 42(3), 947-974. https://doi.org/10.1108/LHT-05-2022-0234
Hair, J. F., Matthews, L. M., Matthews, R., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: Updated guidelines on which method to use, 1(2), 107-107. https://doi.org/10.1504/IJMDA.2017.087624
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The use of partial least squares structural equation modeling in strategic management research: a review of past practices and recommendations for future applications. Long range planning, 45(5-6), 320-340.
Hair, J. F., Sarstedt, M., Ringle, C. M., Sharma, P. N., & Liengaard, B. D. (2024). Going beyond the untold facts in PLS-SEM and moving forward. European Journal of Marketing, 58(13), 81-106. https://doi.org/10.1108/ejm08-2023-0645
International Data Corporation (2024), Quarterly Mobile Phone Tracker. https://www.idc.com/promo/smartphone-market-share
Iqbal, U. P., Jose, S. M., & Tahir, M. (2023). Integrating trust with extended UTAUT model: A study on Islamic banking customers-banking adoption in the Maldives. Journal of Islamic Marketing, 14(7), 1836-1858. https://doi.org/10.1108/JIMA-01-2022-0030
Islam, M. T., & Khan, M. T. A. (2021). Factors influencing the adoption of crowdfunding in Bangladesh: A study of start-up entrepreneurs. Information Development, 37(1), 72-89.
Jain, P., & Rekha. (2017). Impact of demographic factors: Technology adoption in agriculture. SCMS Journal of Indian Management, 14(3), 93-102.
Kabra, G., Ramesh, A., Akhtar, P., & Dash, M. K. (2017). Understanding behavioural intention to use information technology: Insights from humanitarian practitioners. Telematics and Informatics, 34(7), 1250-1261. https://doi.org/10.1016/j.tele.2017.05.010
Kamaghe, J. S., Luhanga, E. T., & Michael, K. (2020). The challenges of adopting M-learning assistive technologies for visually impaired learners in higher learning institution in Tanzania. https://doi.org/10.3991/ijet.v15i01.11453
Kamau, J. (2024). Determination of financial resource leakage and its impact on value delivery in secondary schools: A case study of Nakuru county, Kenya. International Journal of Business Management and Processes, 6(2), 25-37.
Kapinga, A. F., Montero, C. S., & Mbise, E. R. (2019). A mobile marketing application for entrepreneurship development: Codesign with women entrepreneurs in Iringa, Tanzania. Electronic Journal of Information Systems in Developing Countries, 85(2), Article e12073. https://doi.org/10.1002/isd2.12073
Kaufmann, L., & Gaeckler, J. (2015). A structured review of partial least squares in supply chain management research. Journal of Purchasing and Supply Management, 21(4), 259-272. https://doi.org/10.1016/j.pursup.2015.04.005
Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2(1), 51-60. https://doi.org/10.1177/002200275800200106
Koomson, I., Martey, E., & Etwire, P. M. (2023). Mobile money and entrepreneurship in East Africa: The mediating roles of digital savings and access to digital credit. Information Technology and People, 36(3), 996- 1019. https://doi.org/10.1108/ITP-11-2021-0906
Le, T. T., Jabeen, F., & Santoro, G. (2023). What drives purchase behavior for electric vehicles among millennials in an emerging market. Journal of Cleaner Production, 428, 139213.
Lee, J., & Runge, J. (2001). Adoption of information technology in small business: Testing drivers of adoption for entrepreneurs. Journal of Computer Information Systems, 42(1), 44-57. https://doi.org/10.1080/08874417.2001.11647038
Lorenz, G. V., & Buhtz, K. (2017). Social Influence in technology adoption research: A literature review and research agenda. In Proceedings of the 25th European Conference on Information Systems (ECIS), Guimarães, Portugal, June 5-10, 2017 (pp. 2331-2351). ISBN 978-989-20-7655-3 Research Papers. http://aisel.aisnet.org/ecis2017_rp/148
Maleki, A., Funk, C., Moghaddam, K., Tajeddin, M., & Simba, A. (2023). A cross-national study of entrepreneurial intent: the contextual effect of social trust and trust in government. Journal of Small Business and Entrepreneurship, 1-23. https://doi.org/10.1080/08276331.2023.2199635
Malik, A., Suresh, S., & Sharma, S. (2017). Factors influencing consumers’ attitude towards adoption and continuous use of mobile applications: A conceptual model. Procedia Computer Science, 122, 106-113. https://doi.org/10.1016/j.procs.2017.11.348
Manrai, R., Goel, U., & Yadav, P. D. (2021). Factors affecting adoption of digital payments by semi-rural Indian women: extension of UTAUT-2 with self-determination theory and perceived credibility. Aslib Journal of Information Management, 73(6), 814-838. https://doi.org/10.1108/AJIM-12-2020-0396
Moghavvemi, S., Phoong, S. W., & Lee, S. T. (2017). Impact of perceived desirability, perceived feasibility and performance expectancy on use of IT innovation: Technology adoption decisions and use behaviour. Journal of Business Research and Insights, 3(1). https://doi.org/10.31357/vjm.v3i1.3639
Momani, A. M. (2020). The unified theory of acceptance and use of technology: A new approach in technology acceptance. International Journal of Sociotechnology and Knowledge Development, 12(3), 79-98. https://doi.org/10.4018/IJSKD.2020070105
Mourtzis, D., Doukas, M., & Vandera, C. (2017). Smart mobile apps for supporting product design and decision-making in the era of mass customization. International Journal of Computer Integrated Manufacturing, 30(7), 690-707. https://doi.org/10.1080/0951192X.2016.1187295
Nambisan, S. (2017). Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship. Entrepreneurship Theory and Practice, 41(6), 1029-1055. https://doi.org/10.1111/etap.12254
Nandru, P., & Senthilkumar, S. A. (2024). Exploring the factors affecting mobile payment adoption intention among women street vendors in India. SDMIMD Journal of Management, 15(1). https://doi.org/10.18311/sdmimd/2024/32806
Nassar, A. A., Othman, K., & Nizah, M. A. B. M. (2019). The impact of the social influence on ICT adoption: Behavioral intention as mediator and age as moderator. International Journal of Academic Research in Business and Social Sciences, 9(11), 963-978. https://doi.org/10.6007/IJARBSS/v9-i11/6620
Neumeyer, X., Santos, S. C., & Morris, M. H. (2020). Overcoming barriers to technology adoption when fostering entrepreneurship among the poor: The role of technology and digital literacy. IEEE Transactions on Engineering Management, 68(6), 1605-1618. https://doi.org/10.1109/TEM.2020.2989740
Nnaji, C., Okpala, I., Awolusi, I., & Gambatese, J. (2023). A systematic review of technology acceptance models and theories in construction research. Journal of Information Technology in Construction, 28. OECD Going Digital Toolkit. (2023). Development. https://goingdigital.oecd.org/theme/6
Olasina, G. (2015). Factors influencing the use of m-Banking by academics: Case study SMS-based m-Banking. The African Journal of Information Systems, 7(4), 4.
Onaolapo, S., & Oyewole, O. (2018). Performance expectancy, effort expectancy, and facilitating conditions as factors influencing smart phones use for mobile learning by postgraduate students of the University of Ibadan, Nigeria. Interdisciplinary Journal of e-Skills and Lifelong Learning, 14, 095-115. https://doi.org/10.28945/4085
Pradhan, P., Costa, L., Rybski, D., Lucht, W., & Kropp, J. P. (2017). A systematic study of Sustainable Development Goal (SDG) interactions. Earth’s Future, 5(11), 1169- 1179. https://doi.org/10.1002/2017EF000632
Puriwat, W., & Tripopsakul, S. (2021). Explaining social media adoption for a business purpose: An application of the UTAUT model. Sustainability, 13(4), Article 2082. https://doi.org/10.3390/su13042082
Purwanto, E., & Loisa, J. (2020). The intention and use behaviour of the mobile banking system in Indonesia: UTAUT Model. Technology Reports of Kansai University, 62(06), 2757-2767.
Richter, N. F., Hauff, S., Ringle, C. M., & Gudergan, S. P. (2022). The use of partial least squares structural equation modeling and complementary methods in international management research. Management International Review, 62(4), 449-470. https://doi.org/10.1007/s11575-022-00475-0
Ringle, C. M., Sarstedt, M., Mitchell, R., & Gudergan, S. P. (2020). Partial least squares structural equation modeling in HRM research. The international journal of human resource management, 31(12), 1617-1643. https://doi.org/10.1080/09585192.2017.1416655
Rotondi, V., Kashyap, R., Pesando, L. M., Spinelli, S., & Billari, F. C. (2020). Leveraging mobile phones to attain sustainable development. National Academy of Sciences, 117(24), 13413-13420. https://doi.org/10.1073/pnas.1909326117
Sarstedt, M., & Cheah, J. H. (2019). Partial least squares structural equation modeling using SmartPLS: A software review. Journal of Marketing Analytics, 7, 196- 202. https://doi.org/10.1057/s41270-019-00058-3
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5), 1035-1064. https://doi.org/10.1002/mar.21640
Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115. https://doi.org/10.1016/j.jfbs.2014.01.002
Shahadat, M. H., Nekmahmud, M., Ebrahimi, P., & FeketeFarkas, M. (2023). Digital technology adoption in SMEs: what technological, environmental and organizational factors influence in emerging countries? Global Business Review. https://doi.org/10.1177/09721509221137199
Sobti, N. (2019). Impact of demonetization on the diffusion of mobile payment service in India: Antecedents of behavioral intention and adoption using extended UTAUT model. Journal of Advances in Management Research, 16(4), 472-497. https://doi.org/10.1108/JAMR-09-2018-0086
Srinivasan, N. (2015). Mobile applications: A game changer for rural women entrepreneurs? Unveiling Women’s Leadership: Identity and meaning of leadership in India (pp. 126-136). London: Palgrave Macmillan UK. https://doi.org/10.1057/9781137547064_11
Summers, K. H., Baird, T. D., Woodhouse, E., Christie, M. E., McCabe, J. T., Terta, F., & Peter, N. (2020). Mobile phones and women’s empowerment in Maasai communities: How men shape women’s social relations and access to phones. Journal of Rural Studies, 77, 126- 137. https://doi.org/10.1016/j.jrurstud.2020.04.013
Sur, D., Gupta, S. D., & Upadhyay, P. (2020). Technology adoption and entrepreneurial orientation for rural women: Evidence from India. Technological Forecasting and Social Change, 160, 120236-120236. https://doi.org/10.1016/j.techfore.2020.120236
Tannady, H., & Dewi, C. S. (2024). Exploring role of technology performance expectancy, application effort expectancy, perceived risk and perceived cost on digital behavioral intention of GoFood users. Jurnal Informasi Dan Teknologi, 80-85. https://doi.org/10.60083/jidt.v6i1.477
Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205. https://doi.org/10.1016/j.csda.2004.03.005
TRAI. (2024). TRAI Report. https://trai.gov.in/release-publication/reports/performance-indicators-reports
Trivedi, S. K., Patra, P., Srivastava, P. R., Kumar, A., & Ye, F. (2022). Exploring factors affecting users’ behavioral intention to adopt digital technologies: The mediating effect of social influence. IEEE Transactions on Engineering Management, 71, 13814-13826.
Ullah, S., Kiani, U. S., Raza, B., & Mustafa, A. (2022). Consumers’ intention to adopt m-payment/mbanking: the role of their financial skills and digital literacy. Frontiers in Psychology, 13, Article 873708. https://doi.org/10.3389/fpsyg.2022.873708
United Nations. (2015). Sustainable development goal 5 and 8: Ensure healthy lives and promote well-being for all at all ages. https://www.un.org/sustainabledevelopment/health/
Ustun, A. B., Karaoglan-Yilmaz, F. G., Yilmaz, R., Ceylan, M., & Uzun, O. (2023). Development of UTAUTbased augmented reality acceptance scale: A validity and reliability study. Education and Information Technologies, 29(9), 11533-11554. https://doi. org/10.1007/s10639-023-12321-3
Utomo, P., Kurniasari, F., & Purnamaningsih, P. (2021). The effects of performance expectancy, effort expectancy, facilitating condition, and habit on behavior intention in using mobile healthcare applications. International Journal of Community Service and Engagement, 2(4), 183-197. https://doi.org/10.47747/ijcse.v2i4.529
Vaithilingam, S., Ong, C. S., Moisescu, O. I., & Nair, M. S. (2024). Robustness checks in PLS-SEM: A review of recent practices and recommendations for future applications in business research. Journal of Business Research, 173, Article 114465. https://doi.org/10.1016/j.jbusres.2023.114465
Venkatesh, V., & Zhang, X. (2010). Unified theory of acceptance and use of technology: US vs. China. Journal of Global Information Technology Management, 13(1), 5-27. https://doi.org/10.1080/1097198X.2010.10856507
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 157-178. https://doi.org/10.2307/41410412
Yu, C. S. (2012). Factors affecting individuals to adopt mobile banking: Empirical evidence from the UTAUT model. Journal of Electronic Commerce Research, 13(2), Article 104.
Zhang, L., & Hu, D. (2024). National digital development strategy and its practice in India. Countries and Regions: Dynamic Interconnectivity (pp. 137-181). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-97-2835-0_6
