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This paper aims to discuss the concepts of co-creation and value-in-use with a specific focus on big data technology in agriculture. The authors provide a unique narrative of how farmers experience co-creation and value-in-use in monetary and non-monetary forms.

The qualitative study is based on semi-structured interviews with mid-Western farmers. The constant comparative method was used for coding the data. Results were analyzed through open and axial coding, and matrix queries helped establish linkages between different concepts via NVivo 12.

The paper provides rich insight into co-creation through direct and indirect interaction, autonomous co-creation and epistemic, monetary and environmental value-in-use in the digital agriculture sector. Interestingly, co-creation through indirect interaction gives rise to epistemic value-in-use. Also, value-co-destruction can undermine co-creation, while relational actors and the concept of psychological ownership are very relevant to the process of co-creation.

The authors build on the extant literature on co-creation in knowledge-intensive B2B sectors with the unique findings linking different forms of co-creation with value-in-use.

The findings on co-creation and value-in-use are beneficial to diverse agriculture stakeholders such as farmers, agriculture technology providers, extension agents and policymakers. Agricultural technology providers can determine how to make the co-creation process more meaningful for farmers and also create suitable technology tools that enrich farmers’ knowledge about crop management. Agricultural stakeholders can learn how to develop big data analytic tools and marketing narratives to maximize value-in-use and pre-empt value co-destruction.

The research can impact policy, as it addresses a very relevant issue of how farmers relate to big data technology amidst growing consolidation and privacy concerns in the digital agriculture sector.

Our work is both theoretically and contextually relevant. We incorporate elements of service-dominant and customer-dominant logic while analyzing farmers’ perspectives of co-creation and value-in-use.

This paper aims to study the antecedents of Internet of Things (IoT) adoption among farmers and determine how trust in the technology influences its adoption when mediated by perceived value and risk. Through the conceptualization of trust and perceived risk, the authors factor in farmers’ perceptions of agricultural technology providers and discuss different forms of perceived value, spanning economic, green and epistemic value.

This paper develops a distinctive research design, drawing on elements of the value-based adoption and technology acceptance models. By linking different elements of perceived value with IoT technology, the authors also apply the service-dominant logic to this study. They study how trust affects perceived value and risk and then determine how perceived value and risk, in turn, affect IoT adoption. The authors test the hypotheses by developing a structural equation model to analyze the results of a survey, wherein 492 farmers from Iowa, the USA, participated.

The results show a positive relationship between trust and perceived value and a negative relationship between trust and perceived risk. Perceived value had a positive impact on IoT adoption, whereas perceived risk had a negative impact on IoT adoption.

The research findings on trust and perceived value and risk are timely and relevant for business-to-business (B2B) marketing practitioners and agricultural stakeholders, especially in an era where farmers are expressing growing concerns about data handling risk posed by IoT technology adoption.

The research findings signal a transition in focus from the goods-dominant logic to the service-dominant logic in agriculture, whereby farmers are drawn to IoT technology because of perceived economic, green and epistemic value and as a result, can differentiate themselves on how well they deploy operant resources. This paper not only provides a unique conceptualization of perceived value but also pave the way for a richer conceptualization of IoT core functions that enable farmers to fulfill green and epistemic goals. This is the first B2B marketing paper discussing the antecedents of IoT adoption in agriculture, such as farmers’ perceptions of both monetary and non-monetary forms of value and perceived data handling risk.

The purpose of this paper is to investigate the role of trust and perceived enjoyment in the technology acceptance model by distinguishing distinct stages of adoption among street vendors (initial and advanced adoption stage).

Face-to-face interviews using a structured questionnaire were conducted with 430 street vendors in Bangkok; 415 usable surveys were analyzed. By applying K-means cluster analysis, two segments were found with 200 initial and 215 advanced adopters. A multi-group analysis was employed to investigate differences of relationships between the two groups.

The findings reveal significant similarities and dissimilarities between the two groups of vendors. Both initial and advanced adopters emphasize trust of service providers. The first group relies more on perceived ease of use and perceived enjoyment in motivating m-commerce adoption but depends less on perceived usefulness. On the contrary, for the latter group, the influence of perceived ease of use and perceived enjoyment significantly decreases, but the effect of perceived usefulness significantly increases.

This study sheds light on the managerial implications related to how service providers can tailor their marketing strategies to target vendors in disparate diffusion stages, and it encourages building trust between partners over time.

Due to the lack of theoretical and managerial understanding of factors that drive m-commerce adoption for micro businesses, this study identifies distinct adoption stages and offers valuable insights into the similarities and differences among initial and advanced adopters.

This paper aims to investigate how actors in the farmer’s network influence the adoption of smart farming technology (SFT) and to understand how social media affects this adoption process, in particular focusing on the influence of social media on trust in knowledge dissemination within the network.

The methodology used a two-stage process, with semi-structured interviews of farmers, augmented by a netnographic approach appropriate to the social media context.

The analysis illustrates the key role of the farmer network in the dissemination of SFT knowledge, bringing insight into an important B2B context. While social media emerges as a valuable way to connect farmers and promote discussion, it remains underused in knowledge dissemination on SFT. Also, farmers exhibit more trust in the content from peers online rather than from SFT vendors.

Novel insights are gained into the influence of the farming network on the accelerated adoption of SFT, including the potential role of social media in mitigating the homophilous nature of peer-to-peer interactions among farmers through exposure to more diverse actors and information. The use of a social network theory lens has provided new insights into the role of trust in shaping social media influence on the farmer, with variances in farmer trust of information from technology vendors and from peers.