The moderating effect of a humane orientation on entrepreneurs’ ICT use intentions

Gökhan Önder, José Fernández-Serrano and Francisco Liñán Alcalde

Chapter 8 in Digital Entrepreneurship in Science, Technology and Innovation, 2024, pp 198-222 from Edward Elgar Publishing

Abstract: The aim of the chapter is to examine the role of a humane orientation in the relationship between the attitude towards using information and communication technology (ICT) and the behavioural intention to use ICT, based on the unified theory of acceptance and use of technology (UTAUT). The use of ICT is still relatively low in many small and medium-sized enterprises (SMEs), and its adoption is complex. Humane-oriented entrepreneurs are probably more aware of the serious challenges we face, such as climate change and income inequality. Thus, a humane orientation may become instrumental in actually promoting the use of technology to confront such challenges. This research is one of the first attempts to analyse the moderating role of a humane orientation in the context of ICT adoption. Partial least squares (PLS) was used to test the model, and SmartPLS software was employed to conduct the estimations. Besides validating the applicability of UTAUT, the results confirm that the relationship between the attitude towards ICT and ICT use intention is stronger for humane-orientated respondents. These findings may be useful for entrepreneurship support centres since they could include specific humane and ICT contents in their programmes to enhance effectiveness.

Keywords: Business and Management; Economics and Finance; Innovations and Technology; Sociology and Social Policy; Sustainable Development Goals (search for similar items in EconPapers)
Date: 2024
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