Проширивање УТАУТ модела како би се разумеле препреке ка дигитализацији МСП у Чешкој Републици
Sažetak
Дигитализација је идентификована као основни покретач раста малих и средњих предузећа (МСП) у овој дигиталној ери. Ова студија истражује покретаче и препреке у складу са тенденцијом власника-менаџера малих и средњих предузећа да прихвате дигитализацију. Развијен је концептуални оквир који проширује јединствену теорију прихватања и технологије (енг. Unified Theory of Acceptance and Use of Technology -UTAUT) са анксиозним дигитализованим окружењем као модерирајућим фактором намере власника-менаџера МСП да усвоје дигитализацију. Квантитативна методологија је коришћена за мерење одговора 89 испитаника (власника-менаџера). Додатно, приступ моделовања структурних једначина заснован на варијанси (ПЛС-СЕМ) се користи за анализу и валидацију предложеног модела. Резултати показују да став позитивно посредује у односу између очекиваног учинка и намере да се усвоји дигитализација. Међутим, утврђено је да очекивани напор и олакшавајући услови негативно утичу на став и намеру да се прихвати дигитализација. Напротив, добијени резултати нису потврдили значај анксиозног дигитализованог окружења у анализи модератора. Сходно томе, укупни структурни модел објашњава 51.1% варијансе намере прихватања дигитализације међу МСП. Ова студија је теоријски и практично допринела разумевању намере власника-менаџера да прихвате дигитализацију МСП у Чешкој Републици.
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