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Open AccessArticle

Understanding Smallholder Farmers’ Intention to Adopt Agricultural Apps: The Role of Mastery Approach and Innovation Hubs in Mexico

1
Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium
2
International Maize and Wheat Improvement Center (CIMMYT), El Batán, Texcoco 56237, Mexico
3
Platform for Big Data Agriculture, The Alliance of Bioversity and the International Center for Tropical Agriculture (CIAT), The Americas Hub, Cali 763537, Colombia
4
Cornell University, Ithaca, NY 14853, USA
*
Author to whom correspondence should be addressed.
Agronomy 2021, 11(2), 194; https://doi.org/10.3390/agronomy11020194
Received: 14 December 2020 / Revised: 14 January 2021 / Accepted: 15 January 2021 / Published: 20 January 2021
While several studies have focused on the actual adoption of agricultural apps and the relevance of the apps’ content, very few studies have focused on drivers of the farmer’s intention and initial decision to adopt. Based on a survey of 394 smallholder farmers in 2019, this study investigated willingness to adopt an agricultural advice app in Guanajuato, Mexico. A structural equation modeling approach, based on the unified theory of acceptance and use of technology (UTAUT), was applied. To understand the farmers’ adoption decisions, extended constructs were studied (e.g., mastery-approach goals) along with the farmers’ age and participation in an innovation hub. Results showed that the intention to adopt the app is predicted by how farmers appraise the technical infrastructure and acquire new knowledge by using an app. The multi-group analysis revealed that performance expectancy is a relevant predictor of the intention to adopt, whereas the mastery-approach goal is relevant only for younger farmers and farmers not connected to the innovation hub. This study provides valuable insights about the innovation hubs’ role in the intention to adopt apps, offering precision agriculture advice in developing countries. The findings are useful for practitioners and app developers designing digital-decision support tools. View Full-Text
Keywords: structural equation modelling; smallholder farmers; smartphone apps; decision-support systems; unified theory of acceptance and use of technology; innovation hubs; mastery-approach goal structural equation modelling; smallholder farmers; smartphone apps; decision-support systems; unified theory of acceptance and use of technology; innovation hubs; mastery-approach goal
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MDPI and ACS Style

Molina-Maturano, J.; Verhulst, N.; Tur-Cardona, J.; Güereña, D.T.; Gardeazábal-Monsalve, A.; Govaerts, B.; Speelman, S. Understanding Smallholder Farmers’ Intention to Adopt Agricultural Apps: The Role of Mastery Approach and Innovation Hubs in Mexico. Agronomy 2021, 11, 194. https://doi.org/10.3390/agronomy11020194

AMA Style

Molina-Maturano J, Verhulst N, Tur-Cardona J, Güereña DT, Gardeazábal-Monsalve A, Govaerts B, Speelman S. Understanding Smallholder Farmers’ Intention to Adopt Agricultural Apps: The Role of Mastery Approach and Innovation Hubs in Mexico. Agronomy. 2021; 11(2):194. https://doi.org/10.3390/agronomy11020194

Chicago/Turabian Style

Molina-Maturano, Janet; Verhulst, Nele; Tur-Cardona, Juan; Güereña, David T.; Gardeazábal-Monsalve, Andrea; Govaerts, Bram; Speelman, Stijn. 2021. "Understanding Smallholder Farmers’ Intention to Adopt Agricultural Apps: The Role of Mastery Approach and Innovation Hubs in Mexico" Agronomy 11, no. 2: 194. https://doi.org/10.3390/agronomy11020194

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