Quistina Omar, Ching Seng Yap, Poh Ling Ho and William Keling
This research aims to examine the effect of the two dimensions of technology readiness – motivator and inhibitor on behavioural intention to adopt a mobile agricultural finance…
Abstract
Purpose
This research aims to examine the effect of the two dimensions of technology readiness – motivator and inhibitor on behavioural intention to adopt a mobile agricultural finance app called e-AgriFinance app among the farmers in Sarawak, Malaysia.
Design/methodology/approach
Data were collected from 337 farmers who cultivated the 4 major crops in Sarawak – oil palm, rubber, cocoa and pepper using a face-to-face questionnaire survey. Collected data were analysed using partial least squares structural equation modelling with R plspm package.
Findings
The research found that both motivator and inhibitor dimensions of technology readiness predicted the farmers’ behavioural intention to adopt the e-AgriFinance app, with the former had a relatively stronger positive effect and the latter had a relatively weaker negative effect.
Research limitations/implications
This research was conducted in the context of rural farmers in an emerging economy. As such, modern farmers in developed countries may have different adoption behaviour of mobile agricultural finance app. The data were collected from farmers of the four major crops – oil palm, rubber, cocoa and pepper, and thus it may not be representative of the whole population of farmers in Sarawak.
Originality/value
This research served as one of the few studies that focused on the relationship between technology readiness and mobile app adoption among farmers from the perspective of an emerging economy.
Details
Keywords
Quistina Omar, Ching Seng Yap, Poh Ling Ho and William Keling
This study examines the predictors of behavioral intention of farmers to adopt a mobile agricultural finance application called e-AgriFinance using the Unified Theory of…
Abstract
Purpose
This study examines the predictors of behavioral intention of farmers to adopt a mobile agricultural finance application called e-AgriFinance using the Unified Theory of Acceptance and Use of Technology (UTAUT) and perceived cost as an additional predictor.
Design/methodology/approach
Using a questionnaire survey, data are collected from 337 farmers in Sarawak, Malaysia. The collected data are analyzed using partial least squares structural equation modelling (PLS-SEM).
Findings
The research finds that performance expectancy, effort expectancy, social influence and facilitating conditions are positively related to behavioral intention to adopt the e-AgriFinance app, with social influence being the strongest predictor. Perceived cost is also found to be positively related to behavioral intention which contradicts the prediction of the model.
Research limitations/implications
This study contributes to the use of UTAUT in predicting the adoption of mobile agricultural finance applications among farmers.
Practical implications
For practice, this study provides implications for the Sarawak government to promote digital and financial inclusivity for all communities. This study also provides insights into important features of the e-AgriFinance app for digital finance providers to develop the apps that will be well accepted by farmers in the future.
Originality/value
This research is one of the few studies that focused on farmers' mobile technology adoption in agribusiness from the perspective of an emerging economy.