Start Date
16-8-2018 12:00 AM
Description
Information technology such as farm management mobile applications present many opportunities to the farming community including reducing paper work, streamlining compliance requirements and providing data backups. However, many family farmers continue to resist adoption of these technologies. In order to improve adoption and sustained usage of these mobile technologies, it is imperative to understand the factors driving adoption and continuance intentions among this group. This study adopts a sequential mixed methods approach combing UTAUT with continuance intention models to examine the predictors of adoption and continuance intention among users and non-users of a mobile farm management application. This study highlights the importance of social influence in initial adoption decisions and the relevance of perceived usefulness and perceived ease of use for increasing intentions to continue use of the application. The study makes empirical and practical contributions for increasing adoption and sustaining usage of mobile technology within the farming community.
Recommended Citation
Fox, Grace; Mooney, John; Rosati, Pierangelo; Paulsson, Victoria; and Lynn, Theo, "Towards an Understanding of Farmers' Mobile Technology Adoption: A Comparison of Adoption and Continuance Intentions" (2018). AMCIS 2018 Proceedings. 17.
https://aisel.aisnet.org/amcis2018/AdoptionDiff/Presentations/17
Towards an Understanding of Farmers' Mobile Technology Adoption: A Comparison of Adoption and Continuance Intentions
Information technology such as farm management mobile applications present many opportunities to the farming community including reducing paper work, streamlining compliance requirements and providing data backups. However, many family farmers continue to resist adoption of these technologies. In order to improve adoption and sustained usage of these mobile technologies, it is imperative to understand the factors driving adoption and continuance intentions among this group. This study adopts a sequential mixed methods approach combing UTAUT with continuance intention models to examine the predictors of adoption and continuance intention among users and non-users of a mobile farm management application. This study highlights the importance of social influence in initial adoption decisions and the relevance of perceived usefulness and perceived ease of use for increasing intentions to continue use of the application. The study makes empirical and practical contributions for increasing adoption and sustaining usage of mobile technology within the farming community.