Predictors of behavioral intention to adopt e-AgriFinance app among the farmers in Sarawak, Malaysia

Abstract

Purpose

This study examines the predictors of behavioral intention of farmers to adopt a mobile agricultural finance application called e-AgriFinance using the Unified Theory of Acceptance and Use of Technology (UTAUT) and perceived cost as an additional predictor.

Design/methodology/approach

Using a questionnaire survey, data are collected from 337 farmers in Sarawak, Malaysia. The collected data are analyzed using partial least squares structural equation modelling (PLS-SEM).

Findings

The research finds that performance expectancy, effort expectancy, social influence and facilitating conditions are positively related to behavioral intention to adopt the e-AgriFinance app, with social influence being the strongest predictor. Perceived cost is also found to be positively related to behavioral intention which contradicts the prediction of the model.

Research limitations/implications

This study contributes to the use of UTAUT in predicting the adoption of mobile agricultural finance applications among farmers.

Practical implications

For practice, this study provides implications for the Sarawak government to promote digital and financial inclusivity for all communities. This study also provides insights into important features of the e-AgriFinance app for digital finance providers to develop the apps that will be well accepted by farmers in the future.

Originality/value

This research is one of the few studies that focused on farmers' mobile technology adoption in agribusiness from the perspective of an emerging economy.

Citation

Omar, Q., Yap, C.S., Ho, P.L. and Keling, W. (2022), "Predictors of behavioral intention to adopt e-AgriFinance app among the farmers in Sarawak, Malaysia", British Food Journal, Vol. 124 No. 1, pp. 239-254. https://doi.org/10.1108/BFJ-04-2021-0449