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Abstract: Digital transformation gradually changes businesses, which is also connected with sales. Despite these advancements, the motives to accept digitalization in sales are undiscovered. In our study, we examine demographic factors (gender, age, education), entrepreneurial motives, and the developmental stage of entrepreneurs using data from the Global En- trepreneurship Monitor (GEM), encompassing 25,633 entrepreneurs from 47 countries. Logistic regression and subsequently Cramer’s V were employed for a more precise de- termination of the relevant influences of the explanatory variables. The findings indicate that younger and early-stage entrepreneurs more often accept digital technologies in sales. This also applies to entrepreneurs who are motivated by higher income and wealth and the desire to make changes in the world. These results suggest that digital technologies can contribute to reducing the divergence between profitable and sustainable goals, as entre- preneurs perceive their utility in achieving both sets of objectives.
Keywords: digital technologies in sales, demographics, entrepreneurs’ motives, early-stage entrepreneurs
Published in DKUM: 11.07.2025; Views: 0; Downloads: 4
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