Empirical Validation of Unified Theory of Acceptance and Use of Technology (UTAUT) Model for m-Agriculture Service in India

Abstract

With an increase in the mobile penetration in India, m-Agriculture is getting more popular among Farmers to get information about weather, crops, and market prices. The basic issues are that of information asymmetry and individual user’s acceptance for the m-Agriculture among Indian farmers as an effective information sharing tool. The present study focuses on validating Unified Theory of Acceptance and Use of Technology (UTAUT) model for m-Agriculture among India Farmers and acceptance of m-Agricultural services. The study is being conducted in Western Uttar Pradesh and adjacent districts of Haryana in India. The region of India known for green revolution and cash crop farming and contributes a large quantity of food grains to Indian granary. The study also ascertains the benefit of mobile services by the Indian farmers.