User Acceptance of Agricultural Market Information System With Analytics: Insights From the Philippines

An agricultural market information system with analytics is considered valuable in farming activities in developing countries. However, due to several factors, the agricultural market information system with analytics adoption remains limited. The paper aims to understand the factors that may influence users' intention to adopt the agricultural market information system with analytics in the coffee farming sector. The developed framework considered two external variables—computer self-efficacy and system complexity based on the technology acceptance model—through a field survey conducted in coffee farm sites and rural agriculture offices in the Philippines. The results show that the system's perceived usefulness has nothing to do with the computer self-efficacy and system complexity. On the other hand, the perceived ease of use is affected by computer self-efficacy alone and not with system complexity. Also, the perceived ease of use affects both the perceived usefulness and attitude towards using the system. Thus, solving the issues of perceived ease of use by providing training to gain computer skills will ensure the positive implications of perceived usefulness and attitude towards using. This study also discussed some practical and research implications.