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Towards A Digital Supply Chain Among Rice Millers: An Application Of Ajzen Model

Author

Listed:
  • Muhammed Yazeed

    (Department of Business Administration, Ahmadu Bello University, Zaria)

  • Ahmad Sani Usman

    (Department of Accounting, Ahmadu Bello University, Zaria, MSc Procurement and Supply Chain Management)

  • Suleiman Usman

    (Department of Business Administration, Ahmadu Bello University, Zaria)

  • Aliyu Magaji Mafindi

    (Petroleum Training Institute (PTI) Effurun, Delta State)

Abstract

Despite advancements in technology worldwide, the understanding of digital supply chain is still in its early stages. The study focuses on Nigerian rice millers and employs the theory of planned behavior by Ajzen to investigate their intention to adopt digital supply chain. The research finds that previous studies have overlooked the role of perceived behavioral control in the relationship, thus the study examines its moderating effect on the relationship between attitudes and subjective norms and digital supply chain adoption. The research methodology involves a survey of 50 registered rice milling companies in Kaduna state, using a structural equation modeling (SEM) technique in conjunction with partial least squares. The findings reveal that a positive attitude and favorable subjective norms significantly influence digital supply chain adoption. Moreover, the study highlights that perceived behavioral control plays a significant moderating role between attitude and digital supply chain adoption.

Suggested Citation

  • Muhammed Yazeed & Ahmad Sani Usman & Suleiman Usman & Aliyu Magaji Mafindi, 2023. "Towards A Digital Supply Chain Among Rice Millers: An Application Of Ajzen Model," Economics and Management, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 20(1), pages 32-42.
    • Handle: RePEc:neo:journl:v:20:y:2023:i:1:p:32-42
    DOI: 10.37708/em.swu.v20i1.3
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    More about this item

    Keywords

    Social Norms; Descriptive Norm; Injunctive Norm; Entrepreneurial Orientation; Start-up Intention;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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