Differences of education level and job position in digital transformation adoption in Vietnam’s creative industries

Abstract

The aim of this paper is to contribute to understanding the differences in educational level and job titles that affect the adoption of digital transformation in the context of creative industries. The approach is based primarily on the technology-organizational-environment framework, one-way analysis of variance, and multivariate linear regression that were used to test the empirical model. This article describes the difference between the educational level and the job position groups for the adoption of digital transformation in Vietnam’s creative industries, as well as an essential difference between them for the predictor variables. Our research has underlined the importance of demographic variables in relation to the adoption of digital transformation. The current study is limited to some fields of creative industries in Vietnam, such as design, creative services, new media, audiovisuals, publishing and printed media, and selected demographic parameters. More research should be done on certain fields in the creative industries and other demographic characteristics.