Role of the Digital Technology in accelerating the growth of micro, small and medium enterprises in Uttarakhand: Using TAM (Technology Acceptance Model)

Abstract

The purpose of this study is to examine how can Digital Technology accelerate the growth of micro, small and medium enterprises in Uttarakhand by adopting the latest yet cost-effective Digital Technologies in their business models, enabling the marketers to connect with their prospective customers effectively and obtain business objectives. Data from 60 micro, small and medium enterprises owners had been collected through an online questionnaire. Technology Acceptance Model (TAM) was used to develop hypotheses, and the statistical tool ‘t-test and ANOVA’ were used for data analysis and their proper assessment. The research findings revealed that Digital Technology plays a vital role in the growth of small businesses irrespective of their year of establishment, nature and stages of business i.e. ‘growth’, ‘stable’ and ‘slowdown’. It is the best practice across the functional area of businesses; viz. marketing, finance, human resources and general business-related activities for yielding lucrative results and achieving business objectives.