Studying the effect of push and pull theories on the adoption of online home businesses by mampreneurs

Abstract

The study aims to identify the motivational determinants of mampreneurs who create and manage online home-based businesses in Morocco. A qualitative approach was used for 15 in-depth interviews with Moroccan women owners and managers of online home-based businesses. The motivations of mampreneurs were categorized into push and pull factors. The study results show that mothers' motivational factors are numerous and concomitant, notably the desire for independence, the search for work-family balance, job dissatisfaction, lack of flexibility, and the crucial entrepreneurial motivators behind the creation of online home-based businesses by mampreneurs. This paper contributes to the paucity of knowledge on mampreneurs as well as online home-based businesses in Morocco, which can provide better insights rooted in an under-investigated context. In addition, this paper may be relevant to researchers in the field of female digital entrepreneurship.