The Factors Affecting the Digital Transformation Intentions of Small and Medium Enterprises in the Fashion Industry in Wenzhou, China
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Abstract
Despite the benefits of digital transformation, its adoption among Chinese small and medium enterprises remains limited. There is a significant research gap in understanding these enterprises' intentions toward digital transformation. This study investigated the factors affecting the digital transformation intentions of small and medium enterprises in the fashion industry in Wenzhou, China. A conceptual framework was established, integrating the Theory of Reasoned Action, the Technology Acceptance Model, and the Theory of Planned Behavior. Structural Equation Modeling was employed to test research hypotheses. 430 questionnaires were collected. Results indicated that while enterprises recognized the importance of digital transformation and demonstrated some willingness to invest, their overall intentions were moderate and cautious. Attitude toward digital transformation, strongly influenced by perceived usefulness and ease of use, emerged as the strongest predictor of digital transformation intention. Subjective norms and perceived behavioral control also positively impacted the intention. Based on these findings, the study proposed strategies to enhance the digital transformation intentions of small and medium enterprises, including emphasizing the technology's benefits and ease of use, increasing external pressures, and ensuring that business managers felt adequately resourced and supported. This study contributes valuable insights into the antecedents of digital transformation among small and medium enterprises in the fashion industry.
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