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

Author

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  • 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)

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.

Suggested Citation

  • Grace Fox & John Mooney & Pierangelo Rosati & Theo Lynn, 2021. "AgriTech Innovators: A Study of Initial Adoption and Continued Use of a Mobile Digital Platform by Family-Operated Farming Enterprises," Agriculture, MDPI, vol. 11(12), pages 1-20, December.
    • Handle: RePEc:gam:jagris:v:11:y:2021:i:12:p:1283-:d:704079
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    References listed on IDEAS

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    1. Thia Hennessy & Doris Läpple & Brian Moran, 2016. "The Digital Divide in Farming: A Problem of Access or Engagement?," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 38(3), pages 474-491.
    2. Rieple, Alison & Snijders, Sylvia, 2018. "The role of emotions in the choice to adopt, or resist, innovations by Irish dairy farmers," Journal of Business Research, Elsevier, vol. 85(C), pages 23-31.
    3. Son, Minhee & Han, Kyesook, 2011. "Beyond the technology adoption: Technology readiness effects on post-adoption behavior," Journal of Business Research, Elsevier, vol. 64(11), pages 1178-1182.
    4. Jahanmir, Sara F. & Cavadas, Joana, 2018. "Factors affecting late adoption of digital innovations," Journal of Business Research, Elsevier, vol. 88(C), pages 337-343.
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    Cited by:

    1. Issa, Helmi & Jabbouri, Rachid & Palmer, Mark, 2022. "An artificial intelligence (AI)-readiness and adoption framework for AgriTech firms," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    2. Hayet Kerras & María Francisca Rosique Contreras & Susana Bautista & María Dolores de-Miguel Gómez, 2022. "Is the Rural Population Caught in the Whirlwind of the Digital Divide?," Agriculture, MDPI, vol. 12(12), pages 1-23, November.
    3. Joana Colussi & Eric L. Morgan & Gary D. Schnitkey & Antônio D. Padula, 2022. "How Communication Affects the Adoption of Digital Technologies in Soybean Production: A Survey in Brazil," Agriculture, MDPI, vol. 12(5), pages 1-24, April.

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