JOURNAL OF BUSINESS DIVERSITY

Latino Entrepreneurs and Technology Usage: Ethnic Identity, Resistance, Self-Efficacy

Author(s): Denise E. Williams, Monica C. Gavino, David W. Jacobson

Citation: Denise E. Williams, Monica C. Gavino, David W. Jacobson, (2017) "Latino Entrepreneurs and Technology Usage: Ethnic Identity, Resistance, Self-Efficacy," Journal of Business Diversity, Vol. 17, Iss. 1, pp. 93-109

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Firm performance has been linked to information technology adoption. However, limited research exists related to minority entrepreneurs’ technology usage due to inequalities of ownership, cultural ethnicity impact, and inconsistent comparative usage, specifically among Latino users.

This study investigates Latino and non-Latino entrepreneurs: 116 subjects with 61% Latinos; the relationships of ethnic identity, resistance to technology use, and self-efficacy; differences between business process and social media technologies; contexts of financial management and linguistic communication for business processes; business owner’s self-efficacy and technology adoption. Latinos results: higher technology resistance, social technology usage; and, lower self-efficacy, use of linguistic communication technology context.