Factors Influencing the Use of Uzhavan App by the Farmers

Atsu Frank Yayra Ihou, Madhumithra M, Paul Mansingh J, Gayathri A

2024

Abstract

The Government of Tamil Nadu, with an equivalent objective of engagement in agriculture 5.0, has devised the "Uzhavan" mobile app as an additional digital advisory service in farming. The factors influencing the use of the Uzhavan app were analyzed in this study employing the Unified Theory of Acceptance and Use of Technology (UTAUT). Data were obtained from 263 farmers in Tamil Nadu. A mixed research method was used. Quantitative data on factors influencing the use of the app was analyzed using ADANCO software and thematic analysis was used to study the reasons for non-usage of the app using Nvivo 13. The result shows that, in direct effect, the effort expectancy and performance expectancy influence the farmer’s behavioral intention significantly; moreover, the behavioral intention has a positive and significant influence on the use of the Uzhavan app by farmers. The facilitating condition has a positive and significant influence on the Uzhavan app use behavior. For the indirect effect, effort expectancy and performance expectancy positively influence use behavior through behavioral intention but are not significant. The thematic analysis revealed that non-user farmers were unaware of the Uzhavan app. and lack of knowledge about it.

Paper Citation

in Harvard Style

Ihou A., M M., J P. and A G. (2024). Factors Influencing the Use of Uzhavan App by the Farmers. In Proceedings of the 1st International Conference on Emerging Innovations for Sustainable Agriculture - Volume 1: ICEISA; ISBN 978-989-758-714-6, SciTePress, pages 189-195. DOI: 10.5220/0012889000004519

in Bibtex Style

@conference{iceisa24,
author={Atsu Ihou and Madhumithra M and Paul J and Gayathri A},
title={Factors Influencing the Use of Uzhavan App by the Farmers},
booktitle={Proceedings of the 1st International Conference on Emerging Innovations for Sustainable Agriculture - Volume 1: ICEISA},
year={2024},
pages={189-195},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012889000004519},
isbn={978-989-758-714-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Emerging Innovations for Sustainable Agriculture - Volume 1: ICEISA
TI - Factors Influencing the Use of Uzhavan App by the Farmers
SN - 978-989-758-714-6
AU - Ihou A.
AU - M M.
AU - J P.
AU - A G.
PY - 2024
SP - 189
EP - 195
DO - 10.5220/0012889000004519
PB - SciTePress