Gender, technology and decision-making: insights from an experimental conjoint analysis
International Journal of Entrepreneurial Behavior & Research
PurposeThe purpose of this paper is to investigate differences in how men and women small- and me... more PurposeThe purpose of this paper is to investigate differences in how men and women small- and medium-sized enterprise (SME) entrepreneurs make decisions regarding whether to invest in technologies for their firms. Answering recent calls for a gendered perspective in entrepreneurial decision-making, this study integrates premises from social identity theory and role congruity theory to help explain innovation investment decisions among male and female SME entrepreneurs.Design/methodology/approachUsing data from 121 SME entrepreneurs in the dry cleaning industry, the authors employ a conjoint experimental methodology to capture decisions SME entrepreneurs make to adopt or reject an environment-friendly dry cleaning technology. The authors examine the role gender, firm revenue, technology price, and technology complexity play in entrepreneur investment decisions.FindingsThe authors find that gender indirectly impacts innovation purchase decisions through interactions with firm revenue...
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Papers by Kathrin Hanek