Determinants of Smallholder Farmers’ Intention to Use Smartphones - Evidence from Rural India

Abstract

The introduction of smartphones in developing countries’ agriculture has been targeted by different projects of NGOs and governmental institutions mostly without respecting social norms, attitude, self-control and anticipated emotions. Based on the theory of planned behaviour primary survey data from 647 farmers was collected in the Bihar region in India. The data analysis was conducted by using factor analysis and linear regression models. The results show that the factors social norms, attitude, self-control as well as positive and negative anticipated emotions have positive influences on the intention to use a smartphone for agricultural purposes. Thereby, negative anticipated emotions related to failure do not overwhelm the other factors. These results provide interesting implications for NGOs, politicians and ICT service providers.