1. AJITH KUMAR R - Research Scholar, School of Management Studies, Cochin University of Science and Technology,
2. Dr. JAGATHY RAJ VP - Senior Professor, School of Management Studies, Cochin University of Science and Technology, India.
The use of agriculture-based mobile applications can potentially help farmers to access information on crop management advisories, weather and climatic information, and access to the market. Unfortunately, due to a lack of adoption, many farmers have still yet to understand the potential advantages of this digital technology solutions. This study investigates the factors that affect farmers' adoption of agri-based mobile apps specific to information management. The study investigated the factors influencing the adoption of a mobile app for agricultural information management by conducting comprehensive survey among 600 farmers in Kerala, India's southern state, during 2021. A theoretical framework based on a unified theory of acceptance and use of technology2 (UTAUT2) was empirically evaluated using Structural Equation Modelling (SEM) to study the factors. The UTAUT2 model was extended with constructs Trust and Personal Innovativeness in IT were examined to understand better the farmers' adoption decisions. Data were analyzed using structural equation modelling (SEM) with the help of IBM SPSS and AMOS software. Reliability and validity of the proposed model have been tested. The results establish the general applicability of extended UTAUT2 model in context of mobile app adoption in Indian context with explanatory power of 69.9% and highlights the positive influence of performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC), Habit (HA), Trust (TR), Hedonic Motivation (HM) and Personal Innovativeness in IT (IN) on mobile app adoption. It was also found that constructs Habit (HA), and Personal Innovativeness (IN) were shown to have a non-significant impact on the Usage. This research contributed to the existing of knowledge on farmer technology adoption. It demonstrates that the extended UTAUT2 model is fit for explaining the factors that influence mobile app adoption behavior. The findings are highly useful for agricultural extension practitioners and app designers who are developing digital agricultural solutions for the farmers.
Agriculture, Farmers, SMART Phone, Mobile apps, structural equation modelling; agriculture information management, unified theory of acceptance and use of technology2, UTAUT2, India.