The Role of Demographics and Entrepreneurial Motives in Digital Sales Adoption

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 Entrepreneurship Monitor (GEM), encompassing 25,633 entrepreneurs from 47 countries. Logistic regression and subsequently Cramer’s V were employed for a more precise determination 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 entrepreneurs perceive their utility in achieving both sets of objectives.