Can technology readiness predict farmers’ adoption intention of thee-AgriFinanceapp?

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 callede-AgriFinanceapp 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 thee-AgriFinanceapp, 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.