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Can technology readiness predict farmers’ adoption intention of the e-AgriFinance app?

Quistina Omar (Faculty of Business, Curtin University Malaysia, Miri, Malaysia)
Ching Seng Yap (Faculty of Business, Curtin University Malaysia, Miri, Malaysia)
Poh Ling Ho (Office of the Chief Executive Officer, Riam Institute of Technology, Miri, Malaysia)
William Keling (Faculty of Business, Curtin University Malaysia, Miri, Malaysia)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 23 September 2021

Issue publication date: 20 January 2023

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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.

Keywords

Acknowledgements

Funding: This research project was funded by Sarawak Multimedia Authority (SMA).

Citation

Omar, Q., Yap, C.S., Ho, P.L. and Keling, W. (2023), "Can technology readiness predict farmers’ adoption intention of the e-AgriFinance app?", Journal of Agribusiness in Developing and Emerging Economies, Vol. 13 No. 1, pp. 156-172. https://doi.org/10.1108/JADEE-04-2021-0090

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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