The Impact of Acceptance of Technology and Digital Marketing Strategies on the Performance of Small and Medium Enterprise Entrepreneurs in Yunnan Province, People’s Republic of China
Keywords:
acceptance of technology, digital marketing strategies, Business Performance, Small and Medium Enterprise entrepreneursAbstract
The objectives of this research are to 1) study the important level of the acceptance of technology among small and medium-sized enterprise entrepreneurs, 2) study the important level of the digital marketing strategies SME entrepreneurs, 3) study the important level of the performance of SME entrepreneurs, and 4) the impact of technology acceptance and digital marketing strategies on the business performance of SME entrepreneurs in Yunnan Province, People's Republic of China. A total of 400 SME entrepreneurs were surveyed using an online questionnaire distributed via WeChat and mobile applications. Descriptive statistics and multiple regression analysis (enter method) were employed for data analysis.
The research findings revealed that the level of technology acceptance among small and medium-sized enterprise (SME) entrepreneurs, overall, was at the highest level. The dimension with the highest mean score was perceived ease of use, followed by behavioral intention to use. Furthermore, the analysis of the level of digital marketing strategies employed by SME entrepreneurs indicated that, overall, it was also at the highest level. The dimension with the highest mean score was content marketing, followed by pay-per-click advertising. In addition, the analysis of the operational performance of SME entrepreneurs showed that, overall, it was at the highest level. The dimension with the highest mean score was financial performance indicators, followed by non-financial performance indicators. Regression analysis showed that technology acceptance had a positive and statistically significant effect on business performance (β = 0.186, p < .05). In contrast, digital marketing strategies had a statistically significant effect (β = 0.121, p < .05). The model accounted for 41.0% of the forecast in business performance (R² = 0.41).
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