1. Examining Farmers' Usage Behavior on Agricultural E-Markets: Integrating UTUAT2 and Swift Guanxi Factors.
- Author
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Sivakumar, Vepur Jayaraman and Ismail, N. Muhammed
- Subjects
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AGRICULTURE , *TECHNICAL literature , *GUANXI , *INNOVATION adoption , *AGRICULTURAL industries - Abstract
The agricultural sector recognizes the potential of electronic marketplaces (e-markets) in enhancing efficiency, market access, and pricing over traditional markets. Despite this acknowledgment, farmers' adoption of these platforms in developing countries remains limited. This study examines the determinants of farmers' usage behavior on agricultural e-market platforms by integrating the UTUAT2 and swift guanxi factors. The study employed a self-administered questionnaire to gather data from 330 farmers in India who had exposure to agricultural e-markets and utilized PLS-SEM to analyze the data collected through purposive sampling. The study found that UTAUT2 and swift guanxi factors significantly influence farmers' intentions to adopt agricultural e-markets, with the exception of effort expectancy. The outcomes of the multigroup analyses indicate that both educational qualifications and crop type significantly influence farmers' usage behavior. This study contributes to practical applications and academic literature by integrating the UTAUT2 framework and swift guanxi concepts in the context of the agricultural e-market. Notably, while all dimensions prove significant, the negative impact of effort expectancy on usage intention stands out, a departure from previous e-commerce studies. This study enriches the technology adoption literature by uncovering the pivotal factors shaping farmers' adoption of e-market platforms in agriculture. [ABSTRACT FROM AUTHOR]
- Published
- 2024
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