DIGITALISATION AND MOTIVATION: A STUDY OF WOMEN ENTREPRENEURS
Dr. N. Srinivas Kumar
Professor & Principal, R.G.Kedia College of Commerce, Chaderghat, Hyderabad.
This study makes suggestions for conceptual frameworks that show how digitalization affects the motivation of women entrepreneurs in Bangalore and how well their businesses do. The researcher used a non-random sampling method to choose 22 women entrepreneurs in Bangalore to fill out a questionnaire and get the first set of data. We used descriptive, inferential, and multiple regression analysis on the collected data to test how well a business run by women in Bangalore was doing. Because of this conceptual model, digitalization did not act as a link between women entrepreneurs’ motivation and how well their businesses did. The motivation to firm performance, motivation to digitalization, and digitalization to firm performance all show that the direct effects of the individual variable are very important. The researcher says that the model should be built as a moderating variable to get women entrepreneurs interested in going digital.
Keywords: women’s entrepreneurship, motivation, digitalization, firm performance, digital entrepreneur, mediating variable