Analyzing Farmers' Behavior in the Adoption of Paid Digital Extension Service: Experimental Evidence of Rice Advice in Nigeria

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41340%2F24%3A101703" target="_blank" >RIV/60460709:41340/24:101703 - isvavai.cz</a>

Result on the web

<a href="https://www-webofscience-com.infozdroje.czu.cz/wos/woscc/full-record/WOS:001380432600001" target="_blank" >https://www-webofscience-com.infozdroje.czu.cz/wos/woscc/full-record/WOS:001380432600001</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/s10745-024-00555-9" target="_blank" >10.1007/s10745-024-00555-9</a>

Result language

angličtina

Original language name

Analyzing Farmers' Behavior in the Adoption of Paid Digital Extension Service: Experimental Evidence of Rice Advice in Nigeria

Original language description

Adopting digital extension technologies by smallholder farmers in developing countries, particularly in Africa, is challenging due to various barriers, such as lack of infrastructure, farmers' low e-literary, and limited access to technology. Our study addresses farmers' attitudes toward the adoption of new technological approaches to bypass these barriers. We investigated how farmers perceive the paid extension approach and the usefulness of the services proposed. We employed an experimental design conducted in Jigawa and Kano states in Nigeria with a total sample size of 1560 rice farmers selected through a multistage stratified sampling approach. Three distinct paid extension services were randomly assigned to farmers grouped separately as a treatment and a control group. We first subjected the data to reliability, validity, and consistency tests using Cronbach's Alpha method to test the reliability and then applied the Partial-least Square Structural Equation Modeling method to analyze the data. Depending on the service, there are notable differences in the impact of "perceived usefulness" and "perceived ease of use" on "attitude," "adoption," and "actual use" on farmers' decisions. However, we found that a solid and favorable perception exists of farmers using paid digital extension services. Furthermore, our evidence suggests that price options and payment methods positively influence farmers' decisions to accept the assigned extension service. Our study contributes foremost to the empirical literature on farmers' behavior in adopting paid extension services and how much farmers might pay for the proposed service.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

10511 - Environmental sciences (social aspects to be 5.7)

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

HUMAN ECOLOGY

ISSN

0300-7839

e-ISSN

0300-7839

Volume of the periodical

52

Issue of the periodical within the volume

6

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

11

Pages from-to

1145-1156

UT code for WoS article

001380432600001

EID of the result in the Scopus database

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