TECHNOLOGY ACCEPTANCE MODEL REVISITED FOR MOBILE BASED AGRICULTURAL EXTENSION SERVICES IN INDIA

Pranay Verma () and Neena Sinha ()
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Pranay Verma: Footwear Design Development Institute Noida, India
Neena Sinha: Guru Gobind Singh Indraprastha University New Delhi, India

Management Research and Practice, 2016, vol. 8, issue 4, 29-38

Abstract: Technology acceptance was theorized in 1986 and has been in use since then. This research applies the same model in the study of mobile based agricultural extension services and tests its validity. The model stands out even after thirty years. The conceptual framework underlying the study was based on the Theory of Planned Behavior. Structural Equation Modeling was used to confirm a proposed mobile based agricultural extension services acceptance model based on Technology Acceptance Model (TAM). Perceived usefulness, perceived ease of use determines the attitude and behavioural intention for mobile based agricultural extension services in India. This paper examines the benefits of mobile based AES for farmers.

Keywords: Perceived usefulness; perceived ease of use; attitude; behavioural intention; mobile based AES (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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