ANVESHAK-International Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Farmers' Acceptance Behaviour in Using Mobile Phones for Agricultural Marketing in Iringa Region, Tanzania


Affiliations
1 University of Iringa, Tanzania, United Republic of
2 Nelson Mandela African Institution of Science and Technology, Tanzania, United Republic of
3 Mzumbe University, Tanzania, United Republic of
     

   Subscribe/Renew Journal


Agriculture plays a unique role in reducing poverty and is an important engine for growth in developing countries, especially Tanzania. This is, in part, due to the large numbers of poor people engaged in it; the sector employs 80% of Tanzanians. For years, poor farmers have faced difficulties marketing their produce. They are often forced to sell their produce at very low prices because they have little, or no choice about whom they sell to or at what price. Farmers have been disconnected from consumers and policy-makers. Mobile phones can be used as great facilitators in agricultural marketing by providing connectivity between farmers and buyers. Unfortunately, prior studies indicated that mobile phones have been used merely for social communication and not for business purposes by many people living in rural areas. The study used Unified Theory of Usage and Acceptance of Technology (UTUAT) to identify determinants for the acceptance and use of mobile phone technology for agricultural marketing in Tanzania. This study was conducted in Iringa; Southern Highlands of Tanzania. It involved 250 farmer households. Performance Expectancy (β=.227), Social Influence (β=.295) and Facilitating Conditions (β=.318), were found to uniquely, significantly and positively influence the prediction of behaviour intention to accept and use a mobile phone for agricultural marketing. Influence of effort expectancy was significant when moderated by experience, meaning farmers with relative higher experience in using mobile phones are more sensitive to the effort needed to use technology than those with little experience.

Keywords

Agricultural Marketing, Agriculture Communication Technologies, Mobile Phones.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aker, J.C. (2010), Dial 'A' for Agriculture: Using Information and Communication Technologies for Agricultural Extension in Developing Countries. Tufts University.

  • Baron, R.M. and Kenny, D.A. (1986), "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations", Journal of Pe∼nality and Social Psychology, Vol. 51, No. 6, pp. 1173-1182.

  • Biljon, P. and Kotze, J. (2008), "Cultural Factors in a Mobile Phone Adoption and Usage Model", Journal of Universal Computer Science, Vol. 14, No. 16, pp. 2650-2679.

  • Bisanda, S., Mwangi, W., Verkuijl, H. and Anandajayasekeram, P. (1998), Adoption of Maize Production Technologies in the Southern Highlands of Tanzania, Dar es Salaam: CIMMYT.

  • Burns, R.A. and Burns, R.B. (2008), Business Research Methods and Statistics Using SPSS. London: SAGE Publications Ltd.

  • Burton-Jones, A. and Hubona, G. (2006), "The Mediation of External Variables in the Technology Acceptance Model", Information and Management, Vol. 43, Issue 6.

  • Chuttur, M.Y. (2009), Overview of the Technology Acceptance Model: Origins, Developments and Future Directions. Indiana University, USA . Sprouts: Working Papers on Information Systems, pp. 9-37.

  • DAFF (2006), Country Profile of the United Republic of Tanzania (Agricultural Trade). Pritoria: Department of Agriculture, Forestry and Fisheries.

  • Dillon, B. (2010), Using Mobile Phones to Conduct Research in Developing Countries. Cornell University.

  • Ferris, P., Engoru, P. and Kaganzi, E. (2008), "Making Market Information Services Work Better For the Poor in Uganda", CAPRi Working Paper No. 77.

  • Hooper, D., Coughlan, J. and Mullen, M.R. (2008), "Structural Equation Modelling: Guidelines for Determining Model Fit", Electronic Journal of Business Research Methods. Vol. 6, Issue 1, pp. 53-60.

  • IFAD (2001), "IFAD Rural Poverty Report-The Challenge of Ending Rural Poverty Chapter 5", Retrieved Apri 29, 2012, from IFAD: www.ifad.org/poverty/chapter5.pdf

  • Intermedia (2012), Traking Mobile Money Use in Tanzania. Retrieved April 25, 2012, from AudianceScapes, IntermediaKnowledgeCenter: http://www.audiencescapes.org/countryprofiles/ tanzania/tanzania/tanzania-681

  • International Telecommunication Union (2008), World Telecommunication Indicators Database. Geneva: International Telecommunications Union.

  • Islam, M. and Groenlund, A. (2011), "Factors Influencing the Adoption of Mobile Phones among the Farmers in Bangladesh: Theories and Practices", International Journal on Advances in ICT for Emerging Regions, Vol. 04(01), pp. 4-14.

  • Joereskog, K.G. (1999, June 22), "How Large can a Standardized Coefficient be?", Retrieved September 6, 2012, from Scientific Software International: http://www.ssicentral.com/lisrel/techdocs/HowLargeCanaStandardizedCoefficientbe.pdf

  • Kent, R. (2001), Data Construction and Data Analysis Ror Survey Research. London: Palgrave.

  • Kothari, C. (2004), Research Methods: Methods and Techniques. New Delhi: New Age International Publishers.

  • Krejcie, R.V. and Morgan, D.W. (1970), "Determining Sample Size for Research Activities", Education and Physiological Measurements.

  • Martin, B. and Abbott, E. (2011), "Mobile Phones and Rural Livelihood: Diffusion, Uses, and Perceived Impacts Among Farmers in Rural Uganda", Information Technologies&International Development, Vol. 7, pp.17-34.

  • Mbiti, J.C. (2010), "Mobile Phones and Economic Development in Africa", Journal of Economic Perspectives, Vol. 24, No. 3, pp. 207-232.

  • McKemey, N.S. (2002), The Use of Telephones in Rural and Low-Income Communities in Africa. 42nd Meeting of CTO Council, November. Gamos Ltd.

  • Ministry of Agriculture, Food Security and Cooperatives (MAFSC) (2012), Agricultural Statistics. Retrieved November 11, 2012, from Ministry of Agriculture, Food Security and Cooperatives: http://www.kilimo.go.tz/agricultural%20statistics/angricultural%20statistics.htm

  • Molony, T. (2008), "Running Out of Credit: The Limitations of Mobile Telephony in a Tanzanian Agricultural Marketing System", Journal of Modern African Studies, Vol. 46(4).

  • Mpogole, H., Usanga, H. and Tedre, M. (2008), "Mobile Phones And Poverty Alleviation:A Survey Study in Rural Tanzania", Proceedings of the 1st International Conference on M4D Mobile Communication Technology for Development (ed. John Sören Pettersson), pp.62-72. Karlstad: KarlstadUniversity Studies 2008, p. 61.

  • Mwakaje, A. (2010), "Information and Communication Technology for Rural Farmers Market Access", Journal of Information Technology Impact, Vol.10 No. 2, pp. 111-128.

  • Oshlyansky, L., Cairns, P. and Thimbleby, H. (2007), "Validating the Unified Theory of Acceptance and Use of Technology (UTAUT) Tool Cross-culturally", The 21st British HCI Group Annual Conference 3-7 September. Lancaster: University of Lancaster.

  • Skola, E. (2005), "Agricultural Marketing and Supply Chain Management in Tanzania: A Case Study", Working Paper Series No. 16.University of Sussex. Retrieved on October 10, 2012, from Tanzaniagateway: http://tanzaniagateway.org/docs

  • Tabachnick, B.G. and Fidell, L.S. (2007), Using Multivariate Statistics. Boston: Pearson Education.

  • Tanzania Communications Regulatory Authority (TCRA) (2012), Quarterly Telecom Statistics: Quarter 3 (March 2012) Report. Retrieved September 8, 2012, from Tanzania Communications Regulatory Authority: http://www.tcra.go.tz/publications/telecomStatsMarch12.pdf

  • Venkatesh, V. (2000), "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model", Information Systems Research, Vol. 11, No. 4 , pp. 342-365.

  • Venkatesh, V., Morris, M., Davis, B. and Davis, F. (2003), "User Acceptance of Information Technology: Toward A Unified View", MIS Quarterly, Vol. 27, No. 3, pp. 425-478.

  • World Bank (2012, April), Tanzania: Country Brief. Retrieved April 29, 2012, from World Bank: Countries: http://go.worldbank.org/7SUHE823V0

  • World Bank (2012), The World Bank Poverty Reduction and Economic Management Unit Africa Region. NY: World Bank.

  • Wu, M.Y. (2010), "A Study on User behaviour for I Pass: Using Kaohsiung Mass Rapid Transportation as an Example", 2010 International Conference in Management Sciences and Decision Making. Taipei, Taiwan.

  • Wu, M.-Y., Yu, P.-Y. and Weng, Y.-C. (2012), „A Study on User Behaviour for I Pass by UTAUT: Using Taiwan's MRT as an Example", Asia Pacific Management Review, Vol. 17(1), pp. 91-111.

  • Yahya, M., Nadzar, F., Masrek, N. and Rahman, B.A. (2011), "Determinants of UTAUT in Measuring User Acceptance of E-Syariah Portal in Syariah Courts in Malaysia", The 2 nd International Research Symposium in Service Management.Yogyakarta: IRSSM.

  • Zhang, J., Zheng, X., Zhang, X. and Fu, Z. (2009), "Farmers' Information Acceptance Behaviour in China", African Journal of Agricultural Research, Vol. 5, pp. 217-221.


Abstract Views: 1055

PDF Views: 13




  • Farmers' Acceptance Behaviour in Using Mobile Phones for Agricultural Marketing in Iringa Region, Tanzania

Abstract Views: 1055  |  PDF Views: 13

Authors

Gabriel Malima
University of Iringa, Tanzania, United Republic of
Bukaza Chachage
Nelson Mandela African Institution of Science and Technology, Tanzania, United Republic of
Faustine Kamuzora
Mzumbe University, Tanzania, United Republic of

Abstract


Agriculture plays a unique role in reducing poverty and is an important engine for growth in developing countries, especially Tanzania. This is, in part, due to the large numbers of poor people engaged in it; the sector employs 80% of Tanzanians. For years, poor farmers have faced difficulties marketing their produce. They are often forced to sell their produce at very low prices because they have little, or no choice about whom they sell to or at what price. Farmers have been disconnected from consumers and policy-makers. Mobile phones can be used as great facilitators in agricultural marketing by providing connectivity between farmers and buyers. Unfortunately, prior studies indicated that mobile phones have been used merely for social communication and not for business purposes by many people living in rural areas. The study used Unified Theory of Usage and Acceptance of Technology (UTUAT) to identify determinants for the acceptance and use of mobile phone technology for agricultural marketing in Tanzania. This study was conducted in Iringa; Southern Highlands of Tanzania. It involved 250 farmer households. Performance Expectancy (β=.227), Social Influence (β=.295) and Facilitating Conditions (β=.318), were found to uniquely, significantly and positively influence the prediction of behaviour intention to accept and use a mobile phone for agricultural marketing. Influence of effort expectancy was significant when moderated by experience, meaning farmers with relative higher experience in using mobile phones are more sensitive to the effort needed to use technology than those with little experience.

Keywords


Agricultural Marketing, Agriculture Communication Technologies, Mobile Phones.

References





DOI: https://doi.org/10.15410/aijm%2F2015%2Fv4i1%2F59876