Acceptance and readiness to technology use in micro and small businesses: attitudes and behaviors in the Covid-19 pandemic
DOI:
https://doi.org/10.5007/2175-8077.2023.e86990Keywords:
Attitudes, Behavior, Personal values, Acceptance of technology, Technology readinessAbstract
Consumption behavior was affected in the Covid-19 Pandemic, with significant and not completely scaled impacts. Companies had to adapt, changing their relationship with technology. This article aimed to understand how the pandemic affected attitudes and behaviors in relation to the adoption of technology by micro and small businesses in Santa Cruz do Sul, Brazil, through Schwartz's Theory of Human Values and the models of acceptance and readiness for use of technology. The exploratory research and qualitative approach were developed with the administrators of micro and small companies in Santa Cruz do Sul, RS. The results show that most companies have not significantly changed the way they relate to technology. Inhibiting traits were identified, such as insecurity, evidencing those divergent beliefs and values that are related to technological resources.
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