Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Identify The Dimensions And Components Of Communication Technology In Order To Empower Women Entrepreneurs In Business

Document Type : Original Article

Authors
sedigheh tootian 1
mhhmonir bayanaty 2
ali jalali 3
1 Associate Professor Islamic Azad University, West Tehran Branch
2 Assistant Professor of Management, Islamic Azad University, Tehran Branch West Tehran Iran
3 Master student of business management, Islamic Azad University, West Tehran Branch
10.52547/JABM.2.4.49
Abstract
Today, information technology, which is referred to as new technologies, has provided new opportunities in the labor market by creating dramatic changes. The research method is mixed (qualitative, quantitative). In the first stage, purposeful sampling based on the theoretical saturation of 15 people, in the second part, women entrepreneurs in small business in Tehran were considered by simple random sampling method of 92 people based on Cochran's formula. Data were analyzed by Spss and Smart Pls software. In order to measure the variables, a questionnaire extracted from the Delphi stage was used. In the communication technology model, a questionnaire with 3 dimensions (perceived usefulness, ease of use and use to support direct sales) and 13 items was used to measure the empowerment variable of women entrepreneurs. In business, a questionnaire with 4 dimensions (competence, perceived control, goal internalization and impact) and 11 items were used. The testing of hypotheses in the quantitative part also showed that perceived usefulness, ease of use and use to support direct sales have an impact on the empowerment of women entrepreneurs in business.
Keywords
Communication Technology
Empowerment
Women Entrepreneurs

Subjects