Assessment of local farmers' willingness to adopt a mobile App in the marketing of bamboo products : The case of Maasin in Lloilo, Philippines | |
| Author | Diaz, Analiza Cruzat |
| Call Number | AIT Thesis no.CC-20-02 |
| Subject(s) | Mobile apps--Marketing Agriculture--Information technology--Philippines Bamboo products--Philippines |
| Note | A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Science in Climate Change and Sustainable Development |
| Publisher | Asian Institute of Technology |
| Abstract | Technology has revolutionized the face of marketing by indispensably fueling different sectors of the economy, including agriculture. With the advent of the Internet and other available online platforms, farmers can potentially market their products right on the palm of their hands. However, the success of such online platforms depends on the farmers’ willingness to adopt the technologies. While the mobile phone industry targets farmers, most researches are focused on providing market price information and analysis, meteorological data collection, advisory services to farmers, early warning systems, information on pest and diseases, and others. Studies on technology adoption and diffusion in the context of marketing are currently limited and there is almost none for the bamboo subsector. This research therefore contributes to limited literature on mobile app adoption in the agriculture sector and informs promotion of mobile app adoption in marketing agricultural produce. The main objective of this study was to assess the adoption potential for a mobile App in marketing. Specifically, it aimed to 1) determine the willingness of farmers to adopt the mobile App in marketing bamboo products after demonstration of Bamboost App; 2) analyze the factors affecting farmers’ willingness to adopt ; and 3) propose appropriate policies and mechanisms toward farmers’ adoption. A total of 112 farmers were interviewed using the purposive sampling method. The Technology Acceptance Model was modified to assess these factors using both quantitative and qualitative data. Generally, the study revealed that farmers had positive attitude towards adopting the new technology (i.e. Bamboost App). Perceived usefulness, perceived ease of use, perceived innovativeness, social influence and farm size had a positive and significant influence on the farmers’ willingness to adopt. Perceived cost, on the other hand, had negative significant influence on farmers’ willingness to adopt. In light of the results of the study, several recommendations are proposed in order to promote adoption of mobile app by local farmers, namely, harmonization of the Departments’ policies on the use of mobile Apps in marketing of agricultural products; efficient technology transfer modality; improvement of existing government services and Internet infrastructure; and implementation of relevant Public-Private Partnership (PPP) programs. |
| Year | 2020 |
| Type | Thesis |
| School | School of Environment, Resources, and Development (SERD) |
| Department | Department of Energy and Climate Change (Former title: Department of Energy, Environment, and Climate Change (DEECC)) |
| Academic Program/FoS | Climate Change and Sustainable Development (CC) |
| Chairperson(s) | Sasaki, Nophea; |
| Examination Committee(s) | Tsusaka, Takuji W.;Szabo, Sylvia; |
| Scholarship Donor(s) | SEI-DOST/PCAARRD, Philippines;AIT Fellowship; |
| Degree | Thesis (M. Sc.) - Asian Institute of Technology, 2020 |