Agricultural information systems acceptance and continuance in rural communities: A consumption values perspective

Abstract

This study unearths the different configurations of user motivations that foster success in Agricultural Information Systems (AIS) acceptance and continuance among small-holder farmers in rural communities in a developing economy. Anchored on the fact that significant proportions of the world’s poorest live in sub-Saharan In countries characterized by small-holder agriculture, the study explores the multiple pathways that result in AIS acceptance and continuance while revealing the necessary and sufficient conditions that are required to achieve a given outcome. Using the consumption values theory and fuzzy set qualitative comparative analysis (FsQCA), the findings reveal three AIS user typologies namely extrinsic, intrinsic, and hybrid-motivated users. The results further reveal that AIS usability, farmer group and family support, together with the inspiration of joy, hope and trust is a motivating factors for the attainment of success in AIS acceptance and continuance. The study provides: foundational knowledge on how development actors can use AIS as interventions to improve Agri-food outcomes among rural dwellers in the global south