A Mobile-Based Communication Adoption Model for agricultural market information dissemination in Uganda
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Date
2016
Journal Title
Journal ISSN
Volume Title
Publisher
Global Journal of Computers & Technology
Abstract
This study proposes a mobile-based communication adoption model for agricultural market information dissemination in Uganda. An extended Unified Theory of Acceptance and Use of Technology model was used to guide the study.
A survey was conducted on 302 commercial farmers and agribusiness traders in Eastern Uganda using self-administered questionnaires. Data were analyzed using descriptive statistics; Structural Equation Modelling was also used to perform confirmatory tests analyses on study variable relationships and to develop the proposed model.
Findings reveal a positive significant relationship between Performance Expectancy and Behavioral Intentions to use; Effort Expectancy and Behavioral Intentions to use; Social influence and Behavioral intention to use; Behavioral intention to use and adoption of mobile-based communication technologies.
However, the relationship between affordability of mobile-based communication technologies and behavioral intentions to use and the relationship between facilitating conditions and adoption of mobile-based communication technologies were dropped by the structural equation model because they had negative path coefficients.
Effective adoption of Mobile-Based Communication Technologies for Agricultural Information Dissemination in Uganda can be achieved with stakeholders increasing on the functionality and the ease of use of these mobile-based communication technologies; provide nationwide sensitization campaigns on benefits of using mobile-based communication technologies; ensure provision of accurate and reliable agricultural market information by using mobile based communication technologies, provide benefits to members of society so as to convince others to use mobile-based communication technologies.
Description
Keywords
Mobile-Basedcommunication Technologies (MBCTs), UTAUT, Agriculture, Market information, Adoption, SEM
Citation
Engotoit, B., Moya, M., Mayoka Kituyi, G., & Abima, B. (2016). A Mobile-Based Communication Adoption Model for agricultural market information dissemination in Uganda. Global Journal of Computers & Technology