The Technology Adoption Model Canvas (TAMC): A Smart Framework to Guide the Advancement of Microbusinesses in Emerging Economies

Abstract

The socioeconomic contribution of microbusinesses towards emerging economies is undeniable. However, numerous factors have broadened the gap between microbusinesses and their smartification. This conceptual study proposes the Technology Adoption Model Canvas (TAMC) based on theories such as the Unified Theory of Acceptance and Use of Technology (UTAUT2), Diffusion of Innovation (DOI), and the Business Model Canvas (BMC) alongside four new/emerging variables, making it possible to understand technology adoption through both individual/cognitive and organizational/physical perspectives. The framework is developed for food service (FS) microbusinesses to facilitate their adaptability in current and future market conditions. Subsequently, we explain the development of the TAMC, including its significance, limitations, and avenues for future research. The proposed framework can provide a solution for FS microbusinesses towards a ‘smarter’ and more sustainable future. It further guides the evaluation of both microbusinesses’ readiness and the factors driving/impeding them towards/from adopting smart technology.

Keywords

• food service (FS) microbusinesses
• emerging economies
• Technology Adoption Model Canvas (TAMC)
• smart technology
• Industry 4.0