The effects of technology acceptance and use behaviour on women's entrepreneurship motivation factors

Abstract

Purpose - The purpose of this paper is to determine the effects of factors affecting the acceptance and use of technology on the factors affecting women's entrepreneurshipmotivation. Design/methodology/approach - This study was conducted with 156 women entrepreneurs in Turkey in February 2019. A mixed method evaluation design has been adopted in the study. Findings - The findings revealed that effort expectancy was negatively associated with behaviour intention and push factor and positively associated with pull factor. Performance expectancy was positively associated with balance factor, push factor and behaviour intention. Hedonic motivation was positively associated with behaviour intention and emotional factor. Behaviour intention was negatively associated with use behaviour. Facilitating conditions was positively associated with push factor. Habit was positively associated with behaviour intention and negatively associated with pull, push, balance and emotional factors. Necessities and habit were not motivation factors for women entrepreneurs. Research limitations/implications - The sample was restricted to women entrepreneurs, limiting the generalizability of the findings. Practical implications - The practical implications of the study show that effort expectancy, performance expectancy, hedonic motivation, facilitating conditions and habit are the key factors for the women's entrepreneurship motivation. Women's entrepreneurship commissions to be established in chambers of commerce and industry can improve entrepreneurial motivation. Originality/value - This is the first study that reveals the effects of technology acceptance and use behaviours on women's entrepreneurship motivation. Theoretical background, discussion, managerial implications, limitations and recommendations for future studies are discussed.