Mobile information system for small-scale rural farmers

Technology advances in agriculture is leveling the playing fields for small scale farmers in rural areas. In this study we look at the Ethiopia Commodity Exchange (ECX) which is disseminating market information to small-scale farmers and market actors through mobile-based market information systems (MKIS). The number of users who adopt such technology, however, is still relatively low. Understanding the factors promoting or limiting the acceptance and adoption of new information system is a key challenge. Against this background, the present study explores the determinants of adoption of mobile-based MKIS services in Ethiopia. Empirical evidences were gathered through a questionnaire survey based on the Unified Theory of Acceptance and Use of Technology (UTAUT) as a theoretical base. The results indicate that performance expectancy, social influence, facilitating condition were the most significant constructs on behavior intention to adopt mobile-based MKIS services. Moreover, the study reveals the influence of moderator variables on the main constructs towards intention behavior and usage behavior of mobile-based MKIS in the context of agricultural commodity exchange. Partial Least Square (PLS) is used to analyze the data. The findings are in line with those reported in previous studies. The study also validates the UTAUT model in the context of agricultural commodity exchange in low-income country.