Assessing the Effect of ICTs on Agriculture Productivity Based on the UTAUT Model in Developing Countries. Case Study of Southern Province in Zambia

Abstract

The study was assessing the effect of Information and Communications Technology (ICTs) on agriculture productivity in Zambia’s Southern Province based on the Unified Theory of Acceptance and Use of Technology (UTAUT) Model. Additionally, the study focused on highlighting social economic factors that influence adoption of ICTS. The sample was drawn from small scale farmers in Mazabuka and Monze districts of Southern Province. The study used a mixed method approach and used a multi- stage sampling procedure to draw the sample. Data was collected using both qualitative and quantitative responses using both closed ended and open ended questionnaire generated based on the UTAUT conceptual framework. The response rate was 94% from both Mazabuka and Monze districts. The research utilised the Statistical Package for the Social Sciences (SPSS) software and used Regression and Pearson Correlation to analyse the data. Pearson Correlation analysis showed that Performance Expectancy (R = 356**, P-Value = 0.000), Social Influence (601**, P-Value = 0.000) and Facilitating Conditions (R = 0.647**, P-Value = 0.000) and Effort Expectancy (R = 0.185**, P-Value = 0.001) are all positively correlated to behavioural intention. Similarly, regression analysis results were less than the significance level of 0.005 therefore, it was inferred that there is significant impact of all the independent variables on behavioural intention. The research also concluded that there is a relationship between ICT adoption and productivity.