The Study on Technology Acceptance in Baby and Mother Product Business Operation

Abstract

Rapid technology advancement and global pandemic indicates that consumers are more concerned about to get fast and quality products, especially for mother and baby products. To get the mother and baby needs, it must be convenient to purchase and comply with certain level of quality standards. Previous studies have placed too much emphasis on businesses other than those associated to the infant and mother. Because of the movement control order issued during the last three years, society, particularly housewives and mothers, prefers to buy for mother and baby products online. This expanding phenomenon has compelled businesses involved in the manufacture and sale of baby and mother products to incorporate digital technology into their operations. This research intends to investigate how digital technology is accepted and used by businesses in this field. The goal of this investigation is to explore extensively into the phenomena. Its purpose is to study actors’ interactions in commercial operations that offer mother and infant items. This phenomenon is being investigated using Actor Network Theory (ANT), which is used to connect actors throughout the process. The use of theory in the context of this study investigates and establishes the nature of the interaction between human and non-human actors. The researcher completes the fieldwork utilizing an ethnographic case study technique in this study, which adopts a qualitative methodology. For roughly six months, the researcher worked in the sector. The methods and networks that connect one actor to another are observed. The data from the observations are organized into themes, which are presented in this paper. This research contributes to the use of ANT in the sale and marketing of baby and mother products to customers. According to the study’s findings, digital learning is definitely necessary to aid employees in this company with the firm’s day-to-day operations.