Acceptance of Digital Transformation: Evidence from Romania

The digital transformation (DT) implies designing products and services, to which digital technology is applied, that are adopted and used by customers. However, if people do not accept the new technologies embedded in the innovative products and services, DT will fail. Therefore, getting to know the determinant factors that affect acceptance is necessary, especially during economic turmoil that requires companies to become even more competitive. Moreover, Romania is lagging behind in its digital progress. The aim of this research is to draw upon a previous study on successful DT, analyze personal and social acceptance factors, and empirically verify whether they would affect DT in Romania. We identified from the literature the main factors (behavioral and innovative characteristics) affecting the DT acceptance attitude and adapted the theoretical model to the Romanian context. The study collected data from 123 persons using an online questionnaire and applied a structural equation model to test the theoretical model. The empirical results emphasize that the acceptance attitude of DT is positively associated with individuals' behavioral factors and innovative characteristics. Moreover, DT acceptance attitude positively impacts both personal and social acceptance of DT. This research provides both theoretical and empirical contributions by adapting the theoretical DT model and testing it for the Romanian context, using personal and social acceptance. These findings are important for managers and policy makers that seek to transform their organizations.