The Effect of Small Enterprise Owners' Intrinsic and Extrinsic Motivation on Acceptance and Performance of Digital Transformation

Purpose:The purpose of this study is to examine the impact of individual characteristics of small enterprise owners on their level of acceptance and performance in digital transformation. By categorizing the intrinsic factors of small enterprise owners as promotion focus (risk-taking propensity) and prevention focus (risk-avoidance propensity), and the extrinsic factors as external responses to digital transformation, this study aims to investigate how these individual characteristics influence the level of acceptance and performance in digital transformation. Through this, we aim to understand the impact of individual characteristics of small enterprise owners on the level of acceptance and performance in digital transformation and to propose customized measures to effectively support small enterprise owners