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Use of mobile phone technologies for accessing agricultural marketing information by grape smallholder farmers

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dc.contributor.author Nyagango, Alex I.
dc.contributor.author Sife, Alfred S.
dc.contributor.author Kazungu, Isaac
dc.date.accessioned 2023-06-09T08:37:32Z
dc.date.available 2023-06-09T08:37:32Z
dc.date.issued 2023
dc.identifier.citation Nyagango, A. I., Sife, A. S., & Kazungu, I. (2023). Use of mobile phone technologies for accessing agricultural marketing information by grape smallholder farmers: a technological acceptance model (TAM) perspective. Emerald Insight, 1-17 en_US
dc.identifier.other DOI 10.1108/TECHS-01-2023-0002
dc.identifier.uri http://repository.mocu.ac.tz/xmlui/handle/123456789/364
dc.description The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2754-1312.htm en_US
dc.description.abstract Purpose – Factors influencing the use of mobile phone technologies for agricultural market information access remain a mixed debate, and there are contradictive views among studies. This study examined factors influencing the use of mobile phone technologies for agricultural marketing information access. The study is anchored on the technological acceptance model (TAM). Design/methodology/approach – A descriptive cross-sectional research design was adopted with a sample size of 400 grape smallholder farmers. A structured questionnaire and focus group discussions (FGDs) were used to gather data. Descriptive, ordinal logistic regression and thematic approaches were used in data analysis. Findings – The study confirmed grape smallholder farmers generally considered mobile phone technologies as an appropriate communication channel to stay informed about agricultural marketing information. It was found that reliable electricity supply, relevance, timeliness, perceived ease of use (PEOU) and perceived usefulness (PU) of mobile phone technologies influenced the level of agricultural marketing information access. Research limitations/implications – This research is limited to a selected number of grape smallholder farmers in Dodoma, Tanzania, and leaves out those without mobile phones. Also, the study was cross-sectional in nature, so it may not be necessarily capable of consistently providing critical and consistent information about the same population over a series of times. Originality/value – This study contributes to the body of knowledge by integrating the use of mobile phone technologies to access marketing information in informing policy and decision-making processes to promote grape marketing. en_US
dc.language.iso en en_US
dc.publisher Emerald en_US
dc.subject Mobile phone en_US
dc.subject Technologies en_US
dc.subject Agricultural marketing en_US
dc.subject Information en_US
dc.subject Grapes en_US
dc.subject Smallholder farmers en_US
dc.subject Dodoma en_US
dc.title Use of mobile phone technologies for accessing agricultural marketing information by grape smallholder farmers en_US
dc.title.alternative a technological acceptance model (TAM) perspective en_US
dc.type Article en_US


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