FACTORS INFLUENCING A NEW INFORMATION AND COMMUNICATION TECHNOLOGY ADOPTION IN MALAYSIA’S AGRICULTURE COMMUNITY: APPLYING THE SUSTAINABLE LIVELIHOODS APPROACH

Abstract

ICT intervention in agriculture sector is creating new challenges and opportunities for promoting sustainable farming in Malaysia. This study draws on a research program which is driven by a top research university in Malaysia collaboration with a local agriculture agency in developing a Mobile Community for Farmers. The Mobile Community is a web-based application that deploys Short Messaging Service (SMS)-based technology to assist the farming community in improving their management of farming activities. This study focused on identifying the factors that influence the adoption of the information and communication technology (ICT). Sustainable livelihood framework is introduced in this study in order to fill the gaps in the existing studies of technology acceptance especially technology that promote sustainable livelihood. Most of the technology acceptance models today are overemphasized on the characteristics of the technology itself rather than understanding the impact of a technology towards the livelihood capital assets (human capital, social capital, finance capital, and natural capital). We used partial least square (PLS) analysis and structural equation modeling (SEM) to examine the relationships of human capital assets with farmers’ attitude toward intention to adopt the ICT. The results, besides indicating the suitability of the PLS in statistical analysis, has also contributed to a better understanding of ICT intervention in the agriculture sector in Malaysia which has not been tested. Findings are useful for policy makers, agriculture agencies and information system developers to promote sustainable farming through ICT intervention.

Keywords

• Mobile Technology, Technology Adoption, Agriculture Management, PLS Analysis

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