THE EFFECT OF DIGITAL TRANSFORMATION ON WOMEN ENTREPRENEURIAL PERFORMANCE: A TAM-BASED ANALYSIS

Abstract

Digital technology's explosive growth has changed the face of entrepreneurship and given women business owners new ways to improve their company's success. This research addresses the impact of the digital revolution on women's performance as entrepreneurs via the lens of the Technology Acceptance Model (TAM). It examines the interconnections among Perceived Ease of Use (PEU), Perceived Usefulness (PU), Attitudes Toward Use (ATU), Behavioral Intention (BI), and Women Entrepreneurial Performance (WEP). The study employed regression analysis to examine data from 100 female entrepreneurs in Chengalpattu District. The results indicate that PU and PEU substantially affect ATU, which in turn influences BI and ultimately WEP. Women entrepreneurs who perceive digital tools as advantageous and user-friendly are more inclined to incorporate them into their enterprises, hence improving efficiency and financial growth. However, obstacles such as limitations in computer literacy and economical limitations limit adoption. The report suggests policy changes, financial assistance, and focused training as ways to promote digital inclusion.