ICT ADOPTION BY MOMPRENEURS DURING THE COVID-19 PANDEMIC: THE ROLE OF ENTREPRENEURIAL ORIENTATION.

Information and Communication Technologies (ICTs) can benefit mompreneurs, empowering them to start and expand their business. ICTs became even more important for mompreneurs during the COVID-19 pandemic when small business owners had to reinvent themselves and seek alternative ways of maintaining their sales and remaining in the market. In this context, this paper aims to investigate factors related to ICT adoption by Brazilian mompreneurs. The data were collected during the first months of COVID-19 pandemic and were analyzed through structural equation modelling. The descriptive analysis shows that mompreneurs are adopting innovative technologies such as electronic payments, cloud computing, social networks, video conferencing, and others to manage their business. Moreover, the results indicate that two dimensions of Entrepreneurial Orientation (proactiveness and risk-taking) have a significant effect on perceived ease-of-use and an indirect effect on ICT adoption. [ABSTRACT FROM AUTHOR]