Revolutionizing Food Production in Kosovo: Analyzing the Potential of e-Governance in Agriculture and Food Processing and Investigating Factors Influencing Citizen Adoption

Abstract

e-Government implementation in Kosovo's food processing and agriculture sectors offers significant benefits in terms of efficiency, production quality, information access, and transparency. However, e-government's potential does not guarantee user acceptance, and many governments grapple with low adoption rates of e-Gov. This research empirically examines factors influencing citizen adoption of e-government systems in Kosovo's food processing and agriculture sectors. It assesses the e-Government program's development from 2008 to 2023. Semi-structured interviews were conducted with key figures from the Information Society Agency (ISA), responsible for e-government in Kosovo. ISA has implemented various services, with 151 community e-Gov services available through the e-Kosova government portal, focusing on online grant and subsidy applications for the food and agriculture sector. The study tests the impact of seven factors in e-Gov adoption: Perceived Usefulness, Perceived Ease of Use, Compatibility, Observability, Trialability, Image, and Trustworthiness, combining elements from the TAM and DOI. Data collected from 185 respondents, including food producers, farmers, agriculturists, hotels, and university students, utilized a closed-question questionnaire. Results showed significant influence from Perceived Usefulness, Observability, Trialability, and Trustworthiness on citizens' willingness to use e-government services. Understanding these factors is crucial for governments aiming to increase e-government adoption and make informed IT investments for sustainable development.