Breaking barriers: driving HR analytics adoption in small and medium-sized enterprises

Purpose This study aimed to investigate the primary factors driving human resource analytics adoption in small and medium-sized organizations. The research seeks to confirm and expand the UTAUT model using direct predictors and a unique moderator to understand contextual complexities in a developing country. Design/methodology/approach This study employed convenience sampling to survey 308 HR experts with an 88% response rate, uncovering valuable insights into technology integration. SPSS and AMOS 21.0 were used for analysis. Findings The influencing elements for adopting human resource analytics in these firms were performance expectancy, effort expectancy, facilitating conditions and social influence. Moreover, personal innovativeness, fear appeal and perceived trust were highlighted as additional significant determinants. Finally, perceived supervisor support was reported as a significant moderator in driving human resource analytics adoption. Originality/value The study comprehensively models the elements that influence the adoption of human resource analytics in SMEs of a developing economy. The research validates and expands upon the unified theory of acceptance and use of technology, analyzing key contributors and a unique context-specific moderator using robust statistical methods.