Measuring the determinants of technology adoption by small and medium size organizations: A behavioural reasoning theory perspective

This exploratory study examines the benefits (Reason For) and barriers (Reason Against) of technology adoption in Small and Medium Enterprises (SMEs). And, how reluctance or acceptance of an emerging technology by the SMEs are likely to contribute to the climate change goals. We have applied Behavioural Reasoning Theory (BRT) to study the supportive and adverse factors in technology adoption process in the SMEs. To examine the readiness of the SMEs in technology adoption used the values, attitude, and intention framework. In phase 1, we studied 17 SMEs who have either adopted new technologies or are in the process of adoption in near future. The responses gathered from survey participants was filtered to arrive at driving or discouraging factors in acceptance or reluctance to adopt a new technology. In phase II, a structured questionnaire was used to gather responses from 589 SMEs. Structural equation modelling was applied to test and validate the constructs and their inter-relationships. The results indicate an emphatic response to new technology adoption by the SMEs. The SMEs have shown willingness to partner in the efforts in global environmental change. A robust policy support and a conducive market environment can inspire SMEs to deploy eco-friendly technologies. The outcomes from this study can provide constructive insights into technology adoption challenges at an early stage.