Technology adoption in the fashion and cosmetic business in the UAE
: attitude of entrepreneurs toward adoption of new technologies

  • Sara Alfahim

Student thesis: Doctoral ThesisDoctor of Philosophy


This thesis explores the technology adoption behavior of entrepreneurs in the United Arab Emirates (UAE). The study focused on entrepreneurs in the cosmetic and fashion industry in the country. The study explores technology adoption behavior by entrepreneurs; and to examine the use of new technology, especially social media, in enhancing business performance in the fashion and cosmetic industry in the UAE. Drawing upon the Technology Acceptance Model framework, a conceptual model was developed to address the research questions. The research employs a mixed methods research strategy to collect primary data from a sample of the UAE population. The study was completed through a quantitative survey of 183 respondents and ten in-depth interviews. Partial Least Square Structural Equation Modelling (PLS-SEM) was deployed to assess the conceptual model. The data collected were analysed using Smart PLS 3.0 software to test the relationships among the various constructs of the conceptual model. The findings indicate that the perception about the usefulness of new technology and positive attitudes toward its adoption have a positive influence on the embracing of technology by other users. In summary, this study provides an overview of the technology adoption behavior of entrepreneurs associated with fashion and cosmetic businesses in the UAE. Although the findings of the study cannot be generalized to every type of entrepreneur in the country, future studies can use this investigation as a baseline to explore further the adoption of new technology by diverse businesses in the UAE and elsewhere.
Date of Award2023
Original languageEnglish
Awarding Institution
  • Aberystwyth University
SupervisorWyn Morris (Supervisor)

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