Affordability and Work-Family Balance as key Predictors of Favorable Attitude towards Online Businesses in Women E-Entrepreneurs of Pakistan

Abstract

The study assessed the role of factors, affordability and work family balance, in shaping favorable attitude of women Facebook e-entrepreneurs towards online businesses in Pakistan after controlling for socio-demographic, household, and business characteristics. Data from a nonrandom sample of 112 women e-entrepreneurs operating their online businesses through Facebook was analyzed. The independent variables were affordability and work life balance and the dependent variable was favorable attitude towards online businesses. Data was analyzed using SPSS. Factor analysis and reliability analysis was done to assess validity and reliability of the scales used in the study. Hierarchical multiple regression was carried out to assess the effect of independent variables on dependent variable. The study found that affordability/low startup cost of business and work life balance were statistically significant determinants of favorable attitude towards online businesses. All control variables added in the model were statistically insignificant. The study recommends that interventions such as providing e-entrepreneurship trainings to vulnerable segments of women population can increase their empowerment. The study also suggests that action based studies should be carried out to assess the effect of e-entrepreneurship on women empowerment.