Abstract

Organizations invest in ICT applications to gain various benefits, such as improving company performance and reducing costs. Even when companies invest substantial financial resources in these applications, the anticipated benefits may not be realized if users fail to utilize them effectively. Literature reveals that three main factors influence the adoption of technology: individual factors, organizational factors, and technological factors. Several theories address the adoption of new ICT applications, including the Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), Diffusion of Innovations Theory (DIT), and the Decomposed Theory of Planned Behavior (DTPB). Based on these theories, a new conceptual model has been developed, focusing on how technology, individual users, and organizational factors impact perceived ease of use and perceived usefulness. These two elements, in turn, influence digital adoption. This conceptual model is designed to be empirically tested within the telecommunications industry, which is highly dependent on ICT applications for its routine operations. A quantitative methodology will be employed, using a structured questionnaire to collect data from the sample.

References

• Afshari, M., Bakar, K. A., Luan, W. S., Samah, B. A., & Fooi, F. S. (2009). Factors affecting teachers’ use of information and communication technology. International Journal of Instruction, 2(1), 77–104. https://www.e-iji.net
• Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
• Alavi, M., & Henderson, J. C. (1981). An evolutionary strategy for implementing a decision support system. Management Science, 27(11), 1309–1323. https://doi.org/10.1287/mnsc.27.11.1309
• Al-Mamary, Y. H. S., Al-Nashmi, M. M., Shamsuddin, A., & Abdulrab, M. (2019). Development of an integrated model for successful adoption of management information systems in Yemeni telecommunication organizations. International Journal of Scientific and Technology Research, 8(11), 1962–1971. https://www.ijstr.org
• Al-Mamary, Y. H., Shamsuddin, A., & Aziati, N. (2015). Investigating the key factors influencing management information systems adoption among telecommunication companies in Yemen: The conceptual framework development. International Journal of Energy, Information and Communications, 6(1), 59–68. https://doi.org/10.14257/ijeic.2015.6.1.06
• Babu, A., & Weber, C. (2019). Strategic alliances for technology adoption: Alliances and partnerships for blockchain adoption. In 2019 Portland International Conference on Management of Engineering and Technology (PICMET) (pp. 1–10). IEEE. https://doi.org/10.23919/PICMET.2019.8893827
• Buhalis, D. (2003). eTourism: Information technology for strategic tourism management. Pearson Education (Financial Times/Prentice Hall). https://goo.gl/HNCPcb
• Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003. https://doi.org/10.1287/mnsc.35.8.982
• Diener, F., & Špaček, M. (2021). Digital transformation in banking: A managerial perspective on barriers to change. Sustainability, 13(4), 2032. https://doi.org/10.3390/su13042032
• Dissanayake, C. A. K., Jayathilake, W., Wickramasuriya, H. V. A., Dissanayake, U., & Wasala, W. M. C. B. (2022). A review on factors affecting technology adoption in agricultural sector. The Journal of Agricultural Sciences - Sri Lanka, 17(2), 280–296. https://doi.org/10.4038/jas.v17i2.9743
• Govinnage, D. Y., & Sachitra, K. M. (2019). Factors affecting e-commerce adoption of small and medium enterprises in Sri Lanka: Evidence from retail sector. Asian Journal of Advanced Research and Reports, 6(2), 1–10. https://doi.org/10.9734/AJARR/2019/v6i230153
• Gimpel, H., Hosseini, S., Huber, R., Probst, L., Röglinger, M., & Faisst, U. (2019). Structuring digital transformation: A framework of action fields and its application at ZEISS. Journal of Information Technology Theory and Application (JITTA), 20(1)
• Harindranath, G., Dyerson, R., & Barnes, D. (2008). ICT in small firms: Factors affecting the adoption and use of ICT in Southeast England SMEs. In Proceedings of the European Conference on Information Systems (ECIS 2008) (Paper 167). AIS Electronic Library. http://aisel.aisnet.org/ecis2008/167
• Heung, V. (2003). Internet usage by international travellers: Reasons and barriers. International Journal of Contemporary Hospitality Management, 15(7), 370–378. https://doi.org/10.1108/09596110310496831
• Israel, G. D. (1992). Determining sample size (Publication No. PEOD-6). University of Florida, Institute of Food and Agricultural Sciences. https://edis.ifas.ufl.edu/pd006
• Mitra, A., & Agrawal, R. (2015). Technology acceptance model for mobile services. Journal of Services Research, 15(1), 75–99
• Moghaddam, B. K., & Khatoon-Abadi, A. (2013). Factors affecting ICT adoption among rural users: A case study of ICT center in Iran. Telecommunications Policy. Advance online publication. https://doi.org/10.1016/j.telpol.2013.02.005
• Ladokun, I. O., Osunwole, O. O., & Olaoye, B. O. (2013). Information and communication technology in small and medium enterprises: Factors affecting the adoption and use of ICT in Nigeria. International Journal of Academic Research in Economics and Management Sciences, 2(6)
• Lai, P. C. (2017). The literature review of technology adoption model and theories for the novelty technology. JISTEM - Journal of Information Systems and Technology Management, 14(1), 21–38. https://doi.org/10.4301/S1807-17752017000100002
• Lauder, G., & Westall, A. (1997). Small firms online (Commission on Public Policy on British Business, No. 6).
• Nasri, W., & Charfeddine, L. (2012). Factors affecting the adoption of internet banking in Tunisia: An integration of the technology acceptance model and theory of planned behavior. Technological Forecasting and Social Change, 23(1), 1–14. https://doi.org/10.1016/j.hitech.2012.03.001
• Onugu, B. A. N. (2005). Small and medium enterprises (SMEs) in Nigeria: Problems and prospects. Small Business Journal.
• Silvaa, R. P., Saraiva, C., & Mamede, H. S. (2022). Assessment of organizational readiness for digital transformation in SMEs. In Proceedings of the International Conference on Industry Sciences and Computer Science Innovation (Vol. 204, pp. 362–369). Procedia Computer Science.
• Trenerry, B., Chng, S., Wang, Y., Suhaila, Z. S., Lim, S. S., Lu, H. Y., & Oh, P. H. (2021). Preparing workplaces for digital transformation: An integrative review and framework of multi‑level factors. Frontiers in Psychology, 12, Article 620766. https://doi.org/10.3389/fpsyg.2021.620766.
• Turan, A., Tunç, A. O., & Zehir, C. (2015). A theoretical model proposal: Personal innovativeness and user involvement as antecedents of unified theory of acceptance and use of technology. In 4th International Conference on Leadership, Technology, Innovation and Business Management (pp. 43–51). Procedia - Social and Behavioral Sciences, 210. https://doi.org/10.1016/j.sbspro.2015.11.327