Digital Technology Readiness: The Moderating Role of Employees’ Innovativeness in the Technology Acceptance Model

This study aims at employing TAM model to assess the moderating role of employee innovativeness on employee digital transformation readiness. This is a widely recognized yet little-researched topic in the range of digital transformation. This analysis is situated in the context of small and medium-sized enterprises (SMEs) in Vietnam, where the enterprise cohort’s overall readiness for digital transformation is comparatively inadequate when compared to numerous countries in the region and worldwide. Hence, it is anticipated that the findings of this research would offer a practical basis for improving the digital transformation of SMEs in Vietnam. Research purpose: The objective of this article is to examine the moderating role of employee innovativeness on employee digital transformation readiness on the theoretical basis of technology acceptance model. Some implications for the enterprises are suggested from the research results. Research motivation: Employees’ preparedness in the digital realm is a crucial factor that determines the success of an organization’s digital transformation. However, while numerous studies have been conducted on the technological aspects of digitalisation, there is a noticeable dearth of research that delves into the human dimensions, particularly the readiness of employees for such transformative processes. Research design, approach, and method: Data were collected from a survey of 277 employees who worked for small and medium-sized enterprises in Vietnam. Partial least squares structural equation modeling (PLS-SEM) was employed to achieve the research’s objective. Analyzed variables include perceived ease of use, perceived usefulness, intentional digital readiness and employee innovativeness. Main findings: The findings of the research indicate show that both perceived ease of use and perceived usefulness have impact on intentional digital transformation readiness. Perceived ease of use also exhibits an positive impact on intentional digital transformation readiness. Regarding the moderating role of employee innovativeness, the three proposed hypothesis are supported, in which two hypotheses with positive impact and one with negative impact. Practical/managerial implications: Enterprises must fully comprehend the significance of incentivizing employees to be prepared for digital transformation, while simultaneously fostering employees’ learning spirit and creativity.