Abstract
Self-Help Groups (SHGs) are critical in empowering female entrepreneurs by promoting self-employment and economic prospects. These groups promote entrepreneur empowerment events and encourage members to adopt competitive behavioral norms. However, despite SHG aid, Generation X (Gen-X) women entrepreneurs have difficulties in adopting technology, reducing their competitiveness. This study investigates the influence of technology adoption on competitive behavioral practices among Gen-X women entrepreneurs within SHGs in India. Drawing on the Theory of Planned Behavior and Technology, a questionnaire adapted from prior research is utilized, employing a five-point Likert scale. Structural Equation Modeling (SEM) with technology adoption as a moderator is conducted using Partial Least Squares (PLS). Data collection involves convenience sampling, with 230 respondents in the final analysis. The study initially assesses reliability and validity, then conducts path analysis, and finally employs bootstrapping via SMART-PLS. The results indicate that Gen-X women in SHGs demonstrate significant positive entrepreneurial competency behaviors, and similarly, the analysis on technology adoption moderation also shows positive significance. The study suggests that providing training and resources to enhance technology-driven entrepreneurship can promote gender-based social equity and inclusion. It underscores the importance of managerial and policymaker support in facilitating technology adoption among women entrepreneurs in SHGs, thus bolstering their competitiveness in the contemporary business milieu.
Keywords: Entrepreneur, Mobile, PLS-SEM Analysis, SHGs, TPB and Competency