AgriTech Innovators: A Study of Initial Adoption and Continued Use of a Mobile Digital Platform by Family-Operated Farming Enterprises

Grace Fox, John Mooney, Pierangelo Rosati and Theo Lynn
Additional contact information
Grace Fox: Irish Institute of Digital Business, Dublin City University, Collins Avenue, D09 Y5N0 Dublin, Ireland
John Mooney: Pepperdine Graziadio Business School, Pepperdine University, 24255 Pacific Coast Hwy, Malibu, CA 90263, USA
Pierangelo Rosati: Irish Institute of Digital Business, Dublin City University, Collins Avenue, D09 Y5N0 Dublin, Ireland
Theo Lynn: Irish Institute of Digital Business, Dublin City University, Collins Avenue, D09 Y5N0 Dublin, Ireland

Agriculture, 2021, vol. 11, issue 12, 1-20

Abstract: While information technology is playing a significant transformative role in virtually every industry, within the agriculture sector, family-operated farming enterprises have been slow to adopt IT solutions to manage their operations. This study adopts a sequential mixed-methods research design to examine the pre- and post-adoption phases of farmers’ use of a mobile digital platform for farm management. Our findings show that farmers’ initial acceptance of a mobile digital platform for farm management is shaped by social influence, which mediates the impact of performance and effort expectancy. Post-adoption continued use of the digital platform is influenced directly by performance and effort expectancy and indirectly by trust beliefs and social influence. Perceived work impediment indirectly influences post-adoption acceptance via effort expectancy. Our study untangles the direct and indirect influences of positive and negative perceptions on farmers’ acceptance of a new innovative AgriTech digital platform in these different phases.

Keywords: AgriTech; mobile platform adoption; continuance behavior; mixed methods (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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