Technology Adoption: The Role of Effort Expectancy on ICT Usage Behavior among Fashion SMEs Mompreneurs in Bandung

Abstract

The gender gap in the world of work in Indonesia is still a problem, where women experience limited access to formal employment, so many of them turn to the informal sector, such as small and medium-sized enterprises (SMEs). Technology plays an important role in improving the competitiveness of SMEs, but its adoption rate among mompreneurs is still relatively low. This study focuses on looking at the ICT adoption behavior among mompreneurs, particularly in the fashion SMEs sector in Bandung. Effort expectancy is known as one of the strong determinants in looking at technology adoption behavior, where this theory predicts behavior based on an individual’s perception of the amount of effort required to perform the behavior. A quantitative approach was applied with a convenience sampling method, involving 126 respondents through an offline survey. Data collection was conducted using effort expectancy and ICT usage instruments that have been modified from previous research, then analyzed with simple linear regression tests. The results showed that effort expectancy has a significant effect on ICT usage behavior (p < .001; β = .905), which indicates that the higher the comfort in using technology, the level of technology adoption will increase.