Investigating attitudinal and behavioral employee responses towards digitalization through the lens of Theory of Planned Behavior: A qualitative approach

Abstract

In response to the digital transformation now taking place in many organizations, this thesis aims to shed light on the need for research to direct more focus toward the employee experience related to digital change in the workplace. Using a Theory of Planned Behavior framework in combination with elements from the Technology Acceptance Model, this study seeks to explore employee responses to the implementation of digitalization in their workplace. Additionally, the study examines the potential influence different mindset combinations could have on employee responses to digital technology. Similarities and differences between employee responses are addressed and analyzed in light of relevant theories to gain a better understanding of the underlying factors that could influence these responses. The study did not reveal any supporting evidence for the proposition that mindset combinations influence employee responses to digitalization. However, the results indicate that prosocial motivation can be a powerful force that may trigger a positive attitude toward digital transformation despite experiencing conflicting emotional responses to the change. Practical implications for organizations and suggestions for future research are discussed.