Farmers’ intention to apply agricultural e-commerce: Extending the Technology Acceptance Model (TAM) with perceived enjoyment and perceived e-commerce self-efficacy

E-commerce can play an increasingly strong role in boosting agricultural development. This study aimed to understand citrus growers’ behavioral intention to apply agricultural e-commerce. The research used a cross-sectional survey of Jahrom citrus growers in Iran. So, 360 citrus growers were selected to participate in this study, and data were collected with a structured questionnaire. All the hypotheses relating to the Technology Acceptance Model (TAM) components, and those relating to the extended TAM were supported. Attitude, perceived e-commerce self-efficacy, perceived usefulness, perceived enjoyment, and perceived ease of use were the most important variables influencing citrus growers’ behavioral intention. Improving farmers’ agricultural e-commerce attitudes and skills through training programs and establishing stability in the market seems to be a useful strategy to develop their intention to use agricultural e-commerce.

Farmers’ intention to apply agricultural e-commerce: Extending the Technology Acceptance Model (TAM) with perceived enjoyment and perceived e-commerce self-efficacy Keywords:

Agricultural e-commerce , Citrus growers , Perceived enjoyment , Technology acceptance model