What factors drive technology adoption in entrepreneurship? a qualitative analysis

In recent years, entrepreneurship has undergone significant growth, driven largely by advances in digital technology. Technology has become a key factor, since it reduces barriers to entry, lowers costs, and enables sustainable business models. However, the factors influencing technology adoption among entrepreneurs remain insufficiently explored, especially from a holistic perspective. This study addresses this gap by investigating the main factors that drive or hinder technology adoption in entrepreneurship. Using a multiple case study approach in Spain, the study conducts semi-structured interviews with entrepreneurs from a wide range of sectors. The data is analysed using the Gioia method: a structured qualitative methodology that emphasises both the opinions of the informants and the development of a theory based on empirical evidence. The results yield 20 independent variables grouped into eight third-order themes, which we identify as theoretical constructs that explain the dependent variable: technology adoption. These constructs are categorised as motivational, enabling, and contextual factors. Variables, such as scalability, return on investment (ROI), customer service, and competitive pressure, constitute key determinants of technology adoption, and underscore the entrepreneur’s performance-oriented logic in the adoption process. In contrast, the main barriers are identified as including the lack of technological talent, the absence of adequate technological education and background, and regulatory and bureaucratic obstacles, among others. This research contributes to the understanding of technology adoption in entrepreneurship by providing a comprehensive framework of the factors that influence such adoption. It sheds light on the interaction between internal capabilities and external conditions and provides valuable insights for policymakers and supports organisations that aim to promote technology integration in entrepreneurial ecosystems.