EFFECT OF PERCEPTION AND PERSONAL TRAITS ON COMPUTER
TECHNOLOGY ADOPTION BY WOMEN ENTREPRENEURS
IN
MALAYSIA
Nelson Oly Ndubisi
School of Business, Monash University Malaysia
#2 Jalan Kolej, Bandar Sunway
46150 Petaling Jaya, Malaysia.
nelson·ndubisi@buseco·monash·edu·my
© 2005, Journal of Asia Entrepreneurship and Sustainability
www·asiaentrepreneurshipjournal·com
No reproduction of any kind permitted without prior consent.
ABSTRACT
This paper examines the role of perception (e.g. perceived usefulness and perceived ease of use)
and entrepreneurial traits (such as, innovativeness, risk-taking propensity, perseverance, and
flexibility) on computer technology adoption by women entrepreneurs in Malaysia. Members of
the national association of women entrepreneurs in Malaysia (NAWEM) were surveyed. The
findings show that women entrepreneurs are driven by instrumentality in technology adoption.
Contrary to the process orientation reported in previous studies for women in general, Malaysia
women entrepreneurs are outcome oriented in technology adoption. Innovativeness and risk
taking propensity are the key influential traits. Important implications on theory and practice are
discussed.
KEY WORDS:
Women Entrepreneurs. Perception. Entrepreneurial Traits. Computer
Technology Adoption. Malaysia
INTRODUCTION
While advances in technology continue with rapidity, the use of these upcoming technologies has
fallen below expectations (Ndubisi, Gupta & Massoud, 2003; Johansen & Swigart, 1996;
Wiener, 1993; Moore, 1991) and has been identified as one of the plausible explanations for the
productivity paradox (Sichel, 1997; Landauer, 1995). A number of studies have shown that
successful investment in technology can reap immense benefits for the adopting individuals and
organisations. On the basis of these benefits, various governments are taking steps to motivate
the business community particularly entrepreneurs, to take advantage of the benefits of these
technological advances. However, despite these significant technological advances and
increasing governmental investments in promoting technology adoption at individual and
organizational levels, it is still unclear, the extent of computer technology adoption among
Malaysia women entrepreneurs, the determinants of usage, and the role of personal traits.
Clearly, understanding the determinant structure of these key variables is critical for researchers,
entrepreneurs, as well as systems developers and vendors targeting entrepreneurs.
The focus of this research on women entrepreneurs reflects the growing number and importance
of women owned businesses in Malaysia, and is precipitated by the dearth of well-deserved
research on this important sector. Besides, entrepreneurs have been reported in personality and
psychological research as exhibiting unique traits that distinguish them from others; these traits
could have different implications on their computer technology adoption.
In this study, perceived usefulness and ease of use (two key constructs in the technology
acceptance model) along with entrepreneurial traits were investigated to understand their roles in
the adoption of computer technologies by Malaysia women entrepreneurs. Studies comparing the
salience of perceived usefulness and ease of use between male and female users of technology
have shown that perceived usefulness is more important for male users while female users
emphasize ease of use in technology usage decisions. For example, Venkatesh et al., (2000)
reported higher instrumentality (i.e. outcome) for men and higher process orientation (ease of
use/difficulty) for women in technology adoption decisions. Hennig and Jardim (1977), Rotter
and Portugal (1969) had earlier shown that women tended to focus on the methods used to
accomplish a task - suggesting a greater process orientation. Given the process-orientation
reported of women generically in some of the past studies, it is important to examine whether the
preponderance of ease of use over usefulness in computer technology adoption also applies to
women entrepreneurs, given their unique personal traits. We also examined the effect of these
traits on adoption.