What Drives Rural Women Entrepreneurs Towards Adoption of Mobile Applications in Business?

The escalation of mobile technology has transformed the entrepreneurial landscape, particularly in rural and underserved communities. Greater access to business applications on mobile devices has enhanced their operational efficiency, improved customer engagement, and strengthened their competitive edge. This research paper delves into the experiences of adoption intention of mobile applications among women rural entrepreneurs registered with Jan Shikshan Sansthan, Palakkad district, in 2022-2023 by applying purposive sampling. The study draws on qualitative insights from in-depth interviews and analyzes the data using the UTAUT Model with Smart PLS. The study confirmed that the effect of performance and effort expectancy on rural women entrepreneurs’ willingness to adopt mobile apps for business operations was significant. On the contrary, social influence and facilitating conditions have a negative impact, indicating the focus on reducing technophobia among rural entrepreneurs with digital infrastructure and a continuous support system. The study proffers valuable insights to policymakers and app developers to promote adoption. Furthermore, this study aligns with the Digital India Initiative and Sustainable Development Goal 8, as it drives forward the digital transformation of small and medium enterprises.