Does Personal Innovativeness Influence the Technology Adoption Behavior of Women Entrepreneurs?

The aim of this chapter is to investigate the behavior of women entrepreneurs in India regarding the adoption of technology. This study utilized the technology acceptance model (TAM) to analyze the intention of women entrepreneurs from MSMEs in India to adopt technology. A primary survey was conducted, and data was collected from women entrepreneurs. The study used PLS-SEM to validate the hypothesized TAM in the context of women entrepreneurs. The findings of the study confirmed that factors such as PEoU and PU of technology, attitude, and personal innovativeness influence the behavior of women entrepreneurs to adopt technology. This study also discussed the contribution to theory and practice.