Agritech innovators: A study of initial adoption and continued use of a mobile digital platform by family-operated farming enterprises

While information technology is playing a significant transformative role in virtually every industry, within the agriculture sector, family-operated farming enterprises have been slow to adopt IT solutions to manage their operations. This study adopts a sequential mixed-methods research design to examine the pre-and post-adoption phases of farmers’ use of a mobile digital platform for farm management. Our findings show that farmers’ initial acceptance of a mobile digital platform for farm management is shaped by social influence, which mediates the impact of performance and effort expectancy. Post-adoption continued use of the digital platform is influenced directly by performance and effort expectancy and indirectly by trust beliefs and social influence. Perceived work impediment indirectly influences post-adoption acceptance via effort expectancy. Our study untangles the direct and indirect influences of positive and negative perceptions on farmers’ acceptance of a new innovative AgriTech digital platform in these different phases.