Antecedents and outcomes of ICTs adoption by mompreneurs: Empirical evidence from Brazil

Abstract

Information and Communication Technologies (ICTs) have been an ally of women wishing to engage in entrepreneurial activity, especially of the mompreneurs. Within this context, this study aims to investigate the antecedents and outcomes of the use of ICTs by mompreneurs. The data were collected in Brazil through an online questionnaire and were analyzed using structural equation modeling. The results indicated that perceived usefulness, social influence, and trust are antecedent factors of the use of ICTs by these women. Moreover, the use of ICTs has a positive impact on the perception of mompreneurs regarding the financial performance of their ventures in relation to competitors. The results also show that more than 97% of the mompreneurs use smartphones and WhatsApp to manage their business, suggesting that social media and mobile devices have assumed a predominant role in female ventures, especially during the COVID-19 pandemic, period in which the data were collected.