Efficiency of information and communication technology adoption by entrepreneurs

Velasco-Morente, Francisco, Berbegal-Zaragoza, Vanessa, Srivastava, Sumita

Keywords: ICT adoption; Entrepreneurship; MSMEs; UTAUT; Data Envelopment Analysis (DEA); Usage intention; Technology anxiety

The adoption of information and communication technologies (ICTs) has become a crucial factor for the competitiveness, growth, and long-term sustainability of micro, small, and medium-sized enterprises (MSMEs). Despite the widespread availability of digital tools, not all entrepreneurs show the same willingness or ability to integrate ICTs into their businesses. While some adopt digital technologies smoothly and effectively, others face psychological, perceptual, or organizational barriers that hinder this process. Understanding the reasons behind these differences is essential for researchers, policymakers, and business support organizations.

This study aims to improve understanding of the motivations that drive MSME entrepreneurs to adopt ICTs and to explain why this process is easier for certain individuals. To achieve this goal, the research builds on the Unified Theory of Acceptance and Use of Technology (UTAUT), a well-established theoretical framework widely used to analyze how individual perceptions influence technology adoption and usage intentions. UTAUT highlights factors such as performance expectancy, effort expectancy, social influence, and technology-related anxiety as key determinants of adoption behavior.

The main contribution of this research lies in its innovative methodological approach. Unlike most previous studies that rely on traditional statistical techniques, this work pioneers the application of Data Envelopment Analysis (DEA) within the UTAUT framework. DEA is a method originally developed to assess relative efficiency by examining how different inputs are combined to maximize specific outputs. In this context, DEA is used to analyze how entrepreneurs combine their UTAUT-related perceptions to maximize their intention to use ICTs while simultaneously minimizing anxiety associated with adopting new technologies.

The empirical analysis is based on a sample of 436 Spanish entrepreneurs, providing a robust dataset for examining individual differences in technology adoption intentions. By applying DEA, the study identifies entrepreneurs who are able to optimize their ICT usage intentions given their existing levels of perception. Importantly, this means that higher adoption intention is not simply the result of having the most positive perceptions, but rather of combining perceptions in an efficient way that translates into behavioral intention.

One of the most significant outcomes of the study is the development of an explanatory typology of entrepreneurs. This typology is constructed by analyzing the efficiency of different combinations of perceptions, usage intentions, and technology-related anxiety. It offers valuable insights into why positive perceptions do not always lead to strong intentions to adopt ICTs, and why some entrepreneurs display higher intention levels despite having moderate or even mixed perceptions.

The analysis of efficient entrepreneurs reveals a wide variety of successful combinations. Some entrepreneurs align closely with the expected patterns proposed by UTAUT, showing strong positive perceptions and high intention to use ICTs. Others, however, deviate from these traditional patterns, demonstrating that effective technology adoption can occur through alternative perceptual configurations. These finding challenges overly simplistic interpretations of technology acceptance models and highlights the complexity and heterogeneity of entrepreneurial behavior.

The study also acknowledges several limitations. DEA provides a static snapshot of efficiency at a specific point in time and does not capture how perceptions, anxiety, or intentions may evolve. Moreover, DEA efficiency scores are relative, meaning they depend on the performance of other individuals in the sample. Identifying appropriate benchmarks can be particularly challenging in heterogeneous datasets and in cross-cultural or cross-technology contexts. In this regard, the authors point out that existing UTAUT-based research still lacks sufficient comparative studies across countries and technological environments.

From a practical perspective, the findings have important implications for business management, entrepreneurship support programs, and economic policy. The proposed typology can help identify entrepreneurs who face greater obstacles to effective ICT adoption, enabling more targeted interventions. Entrepreneurs positioned in less favorable typologies can take concrete steps to improve their perceptions and reduce anxiety toward digital technologies. At the same time, public administrations, business accelerators, and support institutions can focus training, resources, and advisory services on those individuals who are less aligned with efficient adoption patterns.

Overall, this study provides a novel and insightful perspective on ICT adoption among MSME entrepreneurs. By combining the UTAUT framework with Data Envelopment Analysis, it demonstrates that successful digital adoption depends not only on individual perceptions, but on how efficiently those perceptions are combined to foster intention and reduce anxiety. This approach opens new avenues for both research and practice in the field of digital entrepreneurship.