Technological adoption in wine microenterprises:

The objective of this research was to identify the factors of the technological organization model that are correlated with the intention to adopt information systems (IS) in micro, small and medium-sized wine companies in Valle de Guadalupe (Mexico). The study carried out was quantitative, with a methodology of structural equations with partial least squares (SEM-PLS). A TOE (Technological Organization Environment) questionnaire was applied to a representative sample of 25 MSMEs from Valle de Guadalupe. The findings show that the intention to adopt technology is correlated with the factors of customer pressure (PCL), competitive pressure (PCO), perceived relative advantage (PV) and visibility (VI) of the technological systems of the companies studied. In this sense, this research contributes to the empirical information on the wine industry and the government of the region, to establish programs that promote collaborative work and networking of MSMEs in the region. Likewise, the results obtained contain important knowledge about the challenges faced by wine companies, which is useful for managers and owners of companies in the Valle de Guadalupe region.