Background: In today’s digital landscape, the use of digital technologies are important for companies to improve their productivity and keep their competitive position on the market. Existing literature primarily focus on larger companies and their digital adoption for survival. However, micro-enterprises constitute a significant share of the market, yet they receive little attention. Therefore, understanding the relationship between their perception of digital technologies and how it affects their adoption could be crucial. Purpose: This study explores how decision-makers perceive digital technologies in order to understand how this affects the adoption of these within their micro-enterprise. The study’s goal is to deepen the understanding of this area and to provide insights both theoretically and practically. Method: The study is based on an exploratory qualitative research design. By the use of grounded theory building, we aimed to derive theoretical insights from our empirical data consisting of eight semi-structured interviews with decision-makers in micro-enterprises. We analyzed the collected data using thematic analysis to identify commonalities or differences, in order to find our themes. Conclusion: The findings show that the relationship between decision-makers' perception of digital technologies and how that affect the adoption of them in their micro-enterprise is more complex than the literature explains. Through our findings, we identified that personal factors, internal factors, external factors and development factors influence their perception. Moreover, we identified one additional layer consisting of three separate parties; external support, external users and social factors, which have an indirect effect on their adoption of digital technologies.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64698 |
| Date | January 2024 |
| Creators | Andersson, Sandra, Tilly, Nathalie |
| Publisher | Jönköping University, IHH, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0023 seconds