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Drivers of farmers’ usage of digital marketplace platform: evidence from India

Code: 9781801463508
Arpita Agnihotri, Penn State Harrisburg, USA; and Saurabh Bhattacharya, Newcastle University Business School, UK

Chapter synopsis: Online trading by farmers is a critical component of the agricultural supply chain. Perceived ease-of-use and perceived usefulness of a digital marketplace enhances trust and then farmers’ intention to use that digital marketplace. This study, by leveraging a mediation model, explores the usage drivers of digital marketplaces by farmers in India. Indeed, farmers' intrinsic propensity to trust generally is a moderator of the relationship between trust and intention to use a digital marketplace.  We assert the relationship between (a) perceived ease-of-use of technology and trust and (b) perceived usefulness and trust is moderated by perceived self-efficacy by farmers and the digital marketplace platform provider’s reputation who is offering the digital marketplace service. This study contributes to the field of smart agri-food supply chain literature, by exploring willingness of Indian farmers to trade their produce on digital market places and potential factors of influence.

DOI: 10.19103/AS.2021.0097.20
£25.00
Table of contents 1 Introduction 2 Theoretical framework and hypothesis 3 Data and methods 4 Results 5 Discussion 6 Where to look for further information 7 References

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