Factors Affecting Intention Toward ICT Adoption in Rural Entrepreneurship: Understanding the Differences Between Business Types of Organizations and Previous Experience of Entrepreneurs

Abstract

Information and communication technology (ICT) is substantially beneficial for rural entrepreneurship. A better understanding of factors contributing to ICT adoption is needed for wide promotion, yet it remains underexplored This study investigated the factors affecting ICT adoption intention. From the technology, individuals, and environment dimensions, an extended technology acceptance model (TAM) was proposed, and data from 327 rural entrepreneurs and the method of SEM were used to test the hypotheses. The moderating effect of multi-group on each path was discussed, including online and offline organizations and entrepreneurs with and without previous experience. Results show that, except for core variables in the TAM, social influence and relative advantage positively influence ICT adoption intention directly and indirectly. Increasing the relative advantage of ICT among enterprises with offline businesses can significantly improve their ICT adoption intention. For entrepreneurs without previous experience, perceived ease of use significantly and positively affects attitudes toward ICT adoption.