What question did this study set out to answer?

To identify factors influencing rice farmers' behavioral intentions to adopt e-commerce for marketing agricultural produce by integrating UTAUT2 and the Theory of Planned Behavior.

August 14, 2026Social Sciences & Humanities OpenOpen Access

From fields to marketplaces: How attitude shapes e-commerce intentions of farmers in Yogyakarta, Indonesia

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To identify factors influencing rice farmers' behavioral intentions to adopt e-commerce for marketing agricultural produce by integrating UTAUT2 and the Theory of Planned Behavior.
Surveyed 412 rice farmers in Yogyakarta, Indonesia, using a questionnaire distributed through village officials from June to July.
Evaluated structural relationships and mediating effects using Structural Equation Modeling Partial Least Squares (SEM–PLS).
Performance expectancy, effort expectancy, social influence, and facilitating conditions significantly improved farmers' attitudes toward e-commerce.
Attitude significantly mediated the relationship between technological perceptions and behavioral intention to adopt e-commerce platforms.
KEB suppressed the positive effects of performance and effort expectancy on intention, while digital literacy did not significantly mediate the attitude-intention link.

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Implication

Cross-sectional survey reveals that attitude mediates technology perception and e-commerce adoption in rice farmers, highlighting behavioral drivers in agricultural digitalization.

Cite This Study

Lestari et al. (2026) studied this question.

synapsesocial.com/papers/6a7ec69fb70b84ec8b912b9e https://doi.org/10.1016/j.ssaho.2026.103412

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Implication

Cross-sectional survey reveals that attitude mediates technology perception and e-commerce adoption in rice farmers, highlighting behavioral drivers in agricultural digitalization.

From fields to marketplaces: How attitude shapes e-commerce intentions of farmers in Yogyakarta, Indonesia

Key Points

Discussion

Implication

Cite This Study

From fields to marketplaces: How attitude shapes e-commerce intentions of farmers in Yogyakarta, Indonesia

Key Points

Discussion

Implication

Cite This Study

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