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Publication date: 23 September 2021

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…

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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

Journal of Agribusiness in Developing and Emerging Economies, vol. 13 no. 1
Type: Research Article
ISSN: 2044-0839

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Article
Publication date: 25 June 2021

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…

887

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.

Details

British Food Journal, vol. 124 no. 1
Type: Research Article
ISSN: 0007-070X

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