Malaysian women entrepreneurs: understanding the ICT usage behaviors and drivers

Purpose – This research aims to investigate the extent and pattern of information and communication technology (ICT) usage by women entrepreneurs in Malaysia, as well as the impact of personal traits on usage. Design/methodology/approach – All the members of the National Association of Women Entrepreneurs in Malaysia (NAWEM) were surveyed, out of which a 62 percent usable response rate was achieved. Findings – The results of the analysis show that slightly above 50 percent of the respondents are using seven out of the eight varieties of systems presented. Seven out of the ten job tasks listed were done using computer technology by more than 60 percent of the respondents. A total of 78 percent of the respondents use basic systems and 48 percent use advanced systems. A total of 92 percent of respondents use systems for administrative purposes, 42 percent for planning, and 52 percent for control purposes. Mean usage differs among racial groups, educational levels, industry type, computer experience, and size of organization (measured by number of employees). Personal traits such as innovativeness and risk‐taking propensity are significantly correlated with usage. Originality/value – The paper discusses the marketing and other implications of the findings as well as suggesting some marketing approaches.