Mobile phone adoption in agri-food sector: Are farmers in Sub-Saharan Africa connected?

Abstract

In recent years user acceptance of a new technology has become of much interest. One of the most outstanding global problems facing Africa is the digital divide. However, the use and adoption of mobile phones is reducing the digital divide in Africa. In view of the role that mobile phones play in bridging the digital divide in Africa, this study extends the applicability of the technology acceptance model (TAM), without altering its parsimony and information technology focus, in mobile phone adoption. This paper extends the TAM model by adding two new constructs, perceived advantage and socio-economic characteristics. Consequently, the extended TAM was applied to adoption of mobile phones in farming communities in Sub-Saharan Africa. The study relies on a sample from 300 dairy farmers in Uganda which was analysed using structural equation modelling. Theoretically, it contributes to the limited literature on mobile phone adoption in agri-food sector in Sub-Saharan Africa and provides empirical evidence from Ugandan farmers. The research contributes to promoting mobile phone usage in farming communities beyond just normal communication. The research also has a strong practical implication for farmers as well as other stakeholders from the agri-food sector.