Exploring Ghanaian women entrepreneur's internet usage

Abstract

In this paper, we examine the lack of technological knowledge and adaption to evolving technologies as factors influencing sustainable internet usage among women small businesses. Accordingly, it is important to unearth internal and external factors critical for small business sustainable internet usage. Against this background, research questions seek to extend knowledge about the strengths, weaknesses, opportunities and threats of sustainable internet usage. We employ a mixed method approach, utilising both purposive sampling of 221 female participants. Through thematic and multi-regression models, we analyse the data. Contrary to expectations, the impact of strength and opportunities on the likelihood of sustaining internet usage are not significant whereas weaknesses and threats may facilitate sustainable internet usage. Implications of the paper encourage sustainable internet usage in Ghana, while policymakers should emphasise access to education and technological knowledge, especially addressing cultural issues that affect women entrepreneurship as well as the provision of skills necessary to take advantage of opportunities offered by internet usage.