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Understanding smallholder farmers’ intention to adopt agricultural apps: the role of mastery approach and innovation hubs in Mexico

Creator: Molina-Maturano, J.
Creator: Verhulst, N.
Creator: Tur-Cardona, J.
Creator: Güereña, D.T.
Creator: Gardeazabal Monsalue, A.
Creator: Govaerts, B.
Creator: Speelman, S.
Year: 2021
Language: English
Publisher: MDPI
Copyright: CIMMYT manages Intellectual Assets as International Public Goods. The user is free to download, print, store and share this work. In case you want to translate or create any other derivative work and share or distribute such translation/derivative work, please contact indicating the work you want to use and the kind of use you intend; CIMMYT will contact you with the suitable license for that purpose
Type: Article
Country focus: Mexico
Place of Publication: Basel (Switzerland)
Issue: 2
Volume: 11
DOI: 10.3390/agronomy11020194
Keywords: Structural Equation Modelling
Keywords: Smartphone Apps
Keywords: Unified Theory of Acceptance and Use of Technology
Keywords: Innovation Hubs
Keywords: Mastery-Approach Goal
Description: While several studies have focused on the actual adoption of agricultural apps and the relevance of the apps’ content, very few studies have focused on drivers of the farmer’s intention and initial decision to adopt. Based on a survey of 394 smallholder farmers in 2019, this study investigated willingness to adopt an agricultural advice app in Guanajuato, Mexico. A structural equation modeling approach, based on the unified theory of acceptance and use of technology (UTAUT), was applied. To understand the farmers’ adoption decisions, extended constructs were studied (e.g., mastery-approach goals) along with the farmers’ age and participation in an innovation hub. Results showed that the intention to adopt the app is predicted by how farmers appraise the technical infrastructure and acquire new knowledge by using an app. The multi-group analysis revealed that performance expectancy is a relevant predictor of the intention to adopt, whereas the mastery-approach goal is relevant only for younger farmers and farmers not connected to the innovation hub. This study provides valuable insights about the innovation hubs’ role in the intention to adopt apps, offering precision agriculture advice in developing countries. The findings are useful for practitioners and app developers designing digital-decision support tools.
ISSN: 2073-4395
Journal: Agronomy
Article number: 194

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