Role of attitude as mediator of the perceived ease of use and behavioural intention relationship

Abstract

This paper tests the technological acceptance model for mobile-based agricultural extension services. It uses perceived usefulness, perceived ease of use, attitude and social influence as the predictors of behavioural intention. This paper reaffirms the robustness of TAM for mobile-based agricultural extension services for the bottom of the pyramid section. It finds that the perceived ease of use is mediated by attitude while other predictors influence behavioural intention directly. It means that the attitude has to be addressed in order to make applications of agricultural extension services appear easy to use.