The findings show that Malaysian women entrepreneurs adoption of computer technology is driven directly by their perception of the system's usefulness and indirectly (via perceived usefulness) by perceived ease of use. Women entrepreneurs in this study deem easy to use systems as useful systems and in turn adopt. In fact, ease of use in itself is not a determinant of adoption, but becomes influential when easy to use systems are perceived as useful systems. These findings are also consistent with Ndubisi et al., (2003) and Ndubisi et al (2005).
The lack of direct influence of ease of use on adoption is contrary to the postulation of the
technology acceptance model, but plausibly explained by the outcome orientation of
entrepreneurs. As shown in the literature, entrepreneurs, have a high need for achievement
(Decarlo & Lyons 1979; Hornaday & Aboud 1971; Burch 1986, etc). Such a desire to succeed,
plausibly explains why they tend to adopt useful systems. In other words, the need to achieve
goals causes perceived usefulness to overshadow system's difficulty in use, thereby ensuring that
the system is adopted.
Another interesting finding of this research is the difference in antecedents of adoption between
women entrepreneurs and other female (non-entrepreneurs) technology users. Venkatesh et al
(2000) reported higher process orientation (ease of use) for women generally in technology
adoption. Earlier, Hennig and Jardim (1977); Rotter and Portugal (1969) reported that women
tend to focus on the methods used to accomplish a task.
The evidence from the present research
shows otherwise. It is clear from the current study that women entrepreneurs are somewhat
different from other women (non-entrepreneurs) in the earlier studies in that they are outcome
oriented more than process oriented. In fact women entrepreneurs in this study focus on
outcomes rather than processes in making technology adoption decisions.
Two important traits that bear on women entrepreneurs' technology adoption are innovativeness
and risk-taking propensity. Clearly, both traits are directly associated with adoption. Specifically,
the higher the risk-taking propensity of women entrepreneurs, the greater the level of adoption. It
has been reported in prior research that women display somewhat higher levels of anxiety
(Bozionelos 1996), which is inversely correlated with computer aptitude (Felter 1985) and
technology adoption.
However, women entrepreneurs are different. Just like other entrepreneurs,
women entrepreneurs exhibit a low anxiety level and high risk-taking propensity (Sexton &
Bowman, 1983, 1984), which translates to greater computer technology adoption as shown in
this study. This is because low risk aversion has the potential to create a favourable atmosphere
for adoption by eliminating anxiety and phobia for uncertainty, thereby making women
entrepreneurs more willing and ready to tryout new technologies. As trial rate increases, so does
acceptance, all things being equal.
Similarly, more innovative women entrepreneurs tend to make greater use of computer
technologies. Rogers (1995) in his innovation diffusion theory described innovators as initiators
or originators of innovations and ideas. Innovators generally lead the way and others follow their
footsteps, and even when there are no followers, innovators move on. Such revolutionary
persona, which has been associated with entrepreneurs, proves to be an important factor in the
adoption of computer technology by Malaysia women entrepreneurs. Innovativeness has also
been associated with high risk-taking propensity. Since innovators are always at the forefront,
they shoulder a higher risk of uncertainty, which others may not experience eventually.
Therefore, adopting new technologies is not surprisingly a function of innovativeness and risktaking
propensity of women entrepreneurs.