Evaluating factors affecting the adoption of mobile commerce in agriculture: An empirical study

Abstract This study examines perceptions and attitudes towards adoption of mobile commerce from an innovation adoption perspective. Six variables of a theoretical framework developed based on the TAM model are tested using a cross‐sectional survey in China's rural areas. The findings indicate that the six variables, perceived usefulness, perceived ease of use, personal innovativeness, compatibility, perceived reliability, cost, all significantly affect user attitude to adoption of m‐commerce. The study helps providers to gain valuable insights into the key factors influencing uptake and to offer more effective, relevant and successful m‐commerce products.

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