Determinants, Barriers and Strategies of Digital Transformation Adoption in a Developing Country Covid-19 Era

Kingsley Ofosu-Ampong

Baldwin University College, Accra – North, Ghana

Cite: Ofosu-Ampong K. Determinants, Barriers and Strategies of Digital Transformation Adoption in a Developing Country Covid-19 Era. J. Digit. Sci. 3(2), 67 – 83 (2021).

Abstract. The purpose of this paper is to examine the determinants and strategies of digital transformation adoption (DTA) in a developing country context through the lens of price value, hedonic motivation, inherent innovativeness and technology readiness. The study also investigates the impact of COVID-19 on banks in Ghana from the managers’ perspectives and provide possible solutions for banks’ successful transitioning and uptake of digital transformation in a post COVID-19 era. The study was carried out using a mixed-method approach from banks in Ghana. The findings of the study revealed that customers’ technology acceptance and adoption of innovation is fraught with challenges. At the same time, employees/banks struggled to adjust to new technologies during the COVID-19 pandemic. Further, the findings indicate that price value, inherent innovativeness and technology readiness were the significant factors in DTA. Conversely, hedonic motivation was an insignificant factor in a developing country context. The paper concludes with a conceptual model for emergency digital transformation to respond to future pandemics.

Keywords: Digital transformation, Determinants, Manager’s perspective, Covid-19 banking, Developing countries, Strategies.

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Published online 28.12.2021