IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i21p15268-d1267201.html
   My bibliography  Save this article

Acceptance of Digital Transformation: Evidence from Romania

Author

Listed:
  • Bogdan Rusu

    (Faculty of Industrial Design and Business Management, “Gheorghe Asachi” Technical University of Iași, 700050 Iași, Romania)

  • Christiana Brigitte Sandu

    (Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iași, 700505 Iași, Romania)

  • Silvia Avasilcai

    (Faculty of Industrial Design and Business Management, “Gheorghe Asachi” Technical University of Iași, 700050 Iași, Romania)

  • Irina David

    (Faculty of Industrial Design and Business Management, “Gheorghe Asachi” Technical University of Iași, 700050 Iași, Romania)

Abstract

The digital transformation (DT) implies designing products and services, to which digital technology is applied, that are adopted and used by customers. However, if people do not accept the new technologies embedded in the innovative products and services, DT will fail. Therefore, getting to know the determinant factors that affect acceptance is necessary, especially during economic turmoil that requires companies to become even more competitive. Moreover, Romania is lagging behind in its digital progress. The aim of this research is to draw upon a previous study on successful DT, analyze personal and social acceptance factors, and empirically verify whether they would affect DT in Romania. We identified from the literature the main factors (behavioral and innovative characteristics) affecting the DT acceptance attitude and adapted the theoretical model to the Romanian context. The study collected data from 123 persons using an online questionnaire and applied a structural equation model to test the theoretical model. The empirical results emphasize that the acceptance attitude of DT is positively associated with individuals’ behavioral factors and innovative characteristics. Moreover, DT acceptance attitude positively impacts both personal and social acceptance of DT. This research provides both theoretical and empirical contributions by adapting the theoretical DT model and testing it for the Romanian context, using personal and social acceptance. These findings are important for managers and policy makers that seek to transform their organizations.

Suggested Citation

  • Bogdan Rusu & Christiana Brigitte Sandu & Silvia Avasilcai & Irina David, 2023. "Acceptance of Digital Transformation: Evidence from Romania," Sustainability, MDPI, vol. 15(21), pages 1-17, October.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:21:p:15268-:d:1267201
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/21/15268/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/21/15268/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kirti Nayal & Rakesh D. Raut & Vinay Surendra Yadav & Pragati Priyadarshinee & Balkrishna E. Narkhede, 2022. "RETRACTED: The impact of sustainable development strategy on sustainable supply chain firm performance in the digital transformation era," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 845-859, March.
    2. Fernandez-Vidal, Jorge & Antonio Perotti, Francesco & Gonzalez, Reyes & Gasco, Jose, 2022. "Managing digital transformation: The view from the top," Journal of Business Research, Elsevier, vol. 152(C), pages 29-41.
    3. Niu, Yuhao & Wen, Wen & Wang, Sai & Li, Sifei, 2023. "Breaking barriers to innovation: The power of digital transformation," Finance Research Letters, Elsevier, vol. 51(C).
    4. AlNuaimi, Bader K. & Kumar Singh, Sanjay & Ren, Shuang & Budhwar, Pawan & Vorobyev, Dmitriy, 2022. "Mastering digital transformation: The nexus between leadership, agility, and digital strategy," Journal of Business Research, Elsevier, vol. 145(C), pages 636-648.
    5. Montero Guerra, José Manuel & Danvila-del-Valle, Ignacio & Méndez Suárez, Mariano, 2023. "The impact of digital transformation on talent management," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    6. René Bohnsack & Christina M. Bidmon & Jonatan Pinkse, 2022. "Sustainability in the digital age: Intended and unintended consequences of digital technologies for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(2), pages 599-602, February.
    7. Ghosh, Swapan & Hughes, Mat & Hodgkinson, Ian & Hughes, Paul, 2022. "Digital transformation of industrial businesses: A dynamic capability approach," Technovation, Elsevier, vol. 113(C).
    8. Mitrică, Bianca & Damian, Nicoleta & Grigorescu, Ines & Mocanu, Irena & Dumitraşcu, Monica & Persu, Mihaela, 2022. "Out-migration and social and technological marginalization in Romania. Regional disparities," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    9. Malodia, Suresh & Mishra, Mahima & Fait, Monica & Papa, Armando & Dezi, Luca, 2023. "To digit or to head? Designing digital transformation journey of SMEs among digital self-efficacy and professional leadership," Journal of Business Research, Elsevier, vol. 157(C).
    10. Krugman, Herbert E., 2000. "Memory Without Recall, Exposure Without Perception," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 49-54, December.
    11. Balázsi, Ágnes & Riechers, Maraja & Hartel, Tibor & Leventon, Julia & Fischer, Joern, 2019. "The impacts of social-ecological system change on human-nature connectedness: A case study from Transylvania, Romania," Land Use Policy, Elsevier, vol. 89(C).
    12. Daniela Roxana Vuță & Eliza Nichifor & Ioana Bianca Chițu & Gabriel Brătucu, 2022. "Digital Transformation—Top Priority in Difficult Times: The Case Study of Romanian Micro-Enterprises and SMEs," Sustainability, MDPI, vol. 14(17), pages 1-14, August.
    13. Wang, Qingxi & Hu, An & Tian, Zhihua, 2022. "Digital transformation and electricity consumption: Evidence from the Broadband China pilot policy," Energy Economics, Elsevier, vol. 115(C).
    14. D'Ambra, John & Akter, Shahriar & Mariani, Marcello, 2022. "Digital transformation of higher education in Australia: Understanding affordance dynamics in E-Textbook engagement and use," Journal of Business Research, Elsevier, vol. 149(C), pages 283-295.
    15. Battistoni, Elisa & Gitto, Simone & Murgia, Gianluca & Campisi, Domenico, 2023. "Adoption paths of digital transformation in manufacturing SME," International Journal of Production Economics, Elsevier, vol. 255(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wen Li & Keyang Yun & Fengshu Li, 2025. "The Dynamic Driving Path of Organizational Resilience to Digital Transformation—An Empirical Study Based on TJ-QCA," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(3), pages 13753-13775, September.
    2. Simone Bevilacqua & Jana Masárová & Francesco Antonio Perotti & Alberto Ferraris, 2025. "Enhancing top managers' leadership with artificial intelligence: insights from a systematic literature review," Review of Managerial Science, Springer, vol. 19(9), pages 2899-2935, September.
    3. Tianchu Feng & Andrea Appolloni & Jiayu Chen, 2024. "How does corporate digital transformation affect carbon productivity? Evidence from Chinese listed companies," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(12), pages 31425-31445, December.
    4. Suo, Xuekun & Zhang, Longting & Guo, Rong & Lin, Han & Yu, Mingchuan & Du, Xiuhong, 2024. "The inverted U-shaped association between digital economy and corporate total factor productivity: A knowledge-based perspective," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    5. Muhammad Bilal & Zhao Xicang & Wu Jiying & Jan Muhammad Sohu & Sadaf Akhtar & Muhammad Iatzaz Ul Hassan, 2025. "Digital Transformation and SME Innovation: A Comprehensive Analysis of Mediating and Moderating Effects," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 1153-1182, March.
    6. Piyush Ranjan & Preeti Narwal, 2025. "Investigating Organizational Unlearning and Agility in Digital Transformation for improved Innovation Performance in an Emerging Economy: Moderating Roles of Digital Business Intensity and Firm Sizes," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 26(3), pages 601-623, September.
    7. Li, Pengcheng & Chen, Yanbing & Guo, Xiaochuan, 2025. "Digital transformation and supply chain resilience," International Review of Economics & Finance, Elsevier, vol. 99(C).
    8. Jiang, Li & Li, Bin & Zhang, Min, 2025. "The impact of digital transformation on the efficiency of corporate resource allocation: Internal mechanisms and external environment," Technological Forecasting and Social Change, Elsevier, vol. 215(C).
    9. Li, Shibin & Wang, Qian, 2023. "Green finance policy and digital transformation of heavily polluting firms: Evidence from China," Finance Research Letters, Elsevier, vol. 55(PA).
    10. Zhang, Wenqiu & Zhao, Junli, 2023. "Digital transformation, environmental disclosure, and environmental performance: An examination based on listed companies in heavy-pollution industries in China," International Review of Economics & Finance, Elsevier, vol. 87(C), pages 505-518.
    11. Ologeanu-Taddei, Roxana & Hönigsberg, Sarah & Weritz, Pauline & Wache, Hendrik & Mittermeier, Ferdinand & Tana, Silviana & Dang, Duong & Hautala-Kankaanpää, Tuire & Pekkola, Samuli, 2025. "The relationship of digital transformation and corporate sustainability: Synergies and tensions," Technological Forecasting and Social Change, Elsevier, vol. 210(C).
    12. Guo, Bin & Zhang, Jiale & Tan, Ziyan, 2024. "Firm digitalization as strategic response: An integrated model based on the awareness-motivation-capability (AMC) framework," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    13. Laura Broccardo & Elisa Ballesio & Edoardo Crocco & Daniele Giordino, 2024. "Performance Management Systems in Micro, Small, and Medium Enterprises: Lessons learned from Times of Uncer," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2024(3), pages 15-38.
    14. Edgardo Bravo & Jhony Ostos, 2023. "Rational or Emotional User: The Dual Processing Approach to Understanding Continuance Usage," Information Resources Management Journal (IRMJ), IGI Global Scientific Publishing, vol. 36(1), pages 1-20, January.
    15. Shaofeng Wang & Hao Zhang, 2025. "Promoting sustainable development goals through generative artificial intelligence in the digital supply chain: Insights from Chinese tourism SMEs," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(1), pages 1231-1248, February.
    16. Nadeem, Kashif & Wong, Sut I. & Za, Stefano & Venditti, Michelina, 2024. "Digital transformation and industry 4.0 employees: Empirical evidence from top digital nations," Technology in Society, Elsevier, vol. 76(C).
    17. Malik, Mohsin & Andargoli, Amir & Ali, Imran & Chavez, Roberto, 2024. "A socio-cognitive theorisation of how data-driven digital transformation affects operational productivity?," International Journal of Production Economics, Elsevier, vol. 277(C).
    18. Inam ul Haq & Sofia Anwar & Abdul Quddoos & Faraz Riaz, 2022. "Estimation of Digital Transformation in South Asian Economies: An Application of Broad-Spectrum Approach," Journal of Economic Impact, Science Impact Publishers, vol. 4(3), pages 152-160.
    19. Limin Zou & Wan Li & Hongyi Wu & Jiawen Liu & Peng Gao, 2024. "Measuring Corporate Digital Transformation: Methodology, Indicators and Applications," Sustainability, MDPI, vol. 16(10), pages 1-15, May.
    20. Pinto, Marcelo Rezende & Salume, Paula Karina & Barbosa, Marcelo Werneck & de Sousa, Paulo Renato, 2023. "The path to digital maturity: A cluster analysis of the retail industry in an emerging economy," Technology in Society, Elsevier, vol. 72(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:21:p:15268-:d:1267201. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.