Determinants, Barriers and Strategies of Digital Transformation Adoption in a Developing Country Covid-19 era

The purpose of this paper is to examine the determinants and strategies of digital transformation adoption (DTA) in a developing country context through the lens of price value, hedonic motivation, inherent innovativeness and technology readiness. The study also investigates the impact of COVID-19 on banks in Ghana from the managers' perspectives and provide possible solutions for banks' successful transitioning and uptake of digital transformation in a post COVID-19 era. The study was carried out using a mixed-method approach from banks in Ghana. The findings of the study revealed that customers' technology acceptance and adoption of innovation is fraught with challenges. At the same time, employees/banks struggled to adjust to new technologies during the COVID-19 pandemic. Further, the findings indicate that price value, inherent innovativeness and technology readiness were the significant factors in DTA. Conversely, hedonic motivation was an insignificant factor in a developing country context. The paper concludes with a conceptual model for emergency digital transformation to respond to future pandemics.