Technology Adoption among Microentrepreneurs in Bogotá: An Application of the Technology Acceptance Model (TAM)

Abstract

The adoption of digital technologies is a relevant factor for the competitiveness, sustainability, and adaptability of microenterprises, particularly in contexts characterized by limited resources and technological capabilities. This study aimed to analyze technology adoption among microentrepreneurs in Bogotá using the Technology Acceptance Model (TAM), considering perceived usefulness, perceived ease of use, attitude toward technology, and technology adoption. A quantitative, non-experimental, cross-sectional study was conducted with a sample of 79 microentrepreneurs involved in business support programs. Structural equation modeling (SEM) was employed to examine the relationships among the constructs. The model conceptualized attitude toward technology as a construct comprising perceived usefulness, perceived ease of use, attitude toward innovation, and the perceived usefulness of technology for the business, whereas technology adoption was represented by indicators related to the level of technology use, adoption following the training process, and the implementation of technological systems or tools. The results show an estimated positive association between attitude toward technology and technology adoption. However, given the characteristics of the available statistical information, this result is interpreted as exploratory. The findings highlight the importance of microentrepreneurs’ perceptions and attitudes in digital technology adoption processes and suggest that strategies aimed at promoting digital transformation should consider not only access to technological tools but also their perceived usefulness, ease of use, and applicability to business activities.