Impact of Communication Technologies on Small Business Success

Jennifer Johnson Jorgensen, Virginia Solis Zuiker, Linda Manikowske, Melody Lehew

Research output: Contribution to journalArticlepeer-review

Abstract

Owners of small businesses may struggle to utilize online communication technologies effectively. To understand this challenge, this study investigated communication technology contributions, the use of online communication technologies, and how those perceptions relate to small business success. Data from a small business values survey (Marshall & Wyatt, 2019) was used consisting of 511 business owners. An integrated model using the Diffusion of Innovation and the Technology Acceptance Model served as a theoretical foundation. Relationships between variables were tested using multiple regression and confirmed that small business owners perceive that easy-to-use communication technologies are not useful or contribute to business success. However, communication technologies that are perceived to be useful do contribute to business success. Business owners who are younger, located in urban areas, and in business for a shorter time are also more likely to use communication technologies. This study supports current literature, as it was unclear how small business owners perceive communication technologies for use in their businesses.

Original languageEnglish (US)
Pages (from-to)142-157
Number of pages16
JournalJournal of Small Business Strategy
Volume32
Issue number3
DOIs
StatePublished - 2022

Bibliographical note

Funding Information:
A special thank you to Maria I. Marshall and Renee Wiatt or access to the small business values survey, as well as members of the NC1030 research group for their suggestions and support for this research.

Publisher Copyright:
© 2022, Small Business Institute. All rights reserved.

Keywords

  • business success
  • communication technologies
  • small businesses

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