Impact of Motivation and Digitization on Women Entrepreneurship

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Women has left no stone unturned when it comes to taking up any profession. Women have spread their wings across various domains. They need to explore their strength of creativity and innovation. They are taking up an entrepreneurial role to reach the pinnacle of success and to conceptualize this, they must have access to various resources such as materials, equipment, technology, finance, labour and their skills. Over the decades, there has been a paradigm shift in this role, due to digital intervention. In the process of reviewing the literature on women entrepreneurship, the researcher analysed that, the studies mainly focused on problems, prospects, motivation and other support systems. There are very few studies that have been undertaken in relation to 'digitalization' in transforming the role of women entrepreneurship. In this research, the main aim is to test the effect of Extended Technology Acceptance Model (ETAM) on firm performance of women entrepreneurs. It is an attempt to provide a conceptual model to explore the mediating or moderating role of Digitalization between Motivation and Firm Performance of Women Entrepreneurs in Bengaluru.