What does this research mean for the field?

Fulfilling farmers' psychological needs enhances their perceptions of platform interactivity and value, which subsequently drives their intention to continue using agricultural e-markets, with these effects varying significantly based on crop type and educational qualifications. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

Investigate the psychological and technological factors that influence farmers' intentions to continue using agricultural e-market platforms in emerging economies.

August 23, 2026Journal of Agribusiness in Developing and Emerging Economies

Exploring farmers' continuance intention in agricultural e-markets: a self-determination theory framework

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Investigate the psychological and technological factors that influence farmers' intentions to continue using agricultural e-market platforms in emerging economies.
Surveyed 510 farmers to measure self-determination theory constructs (autonomy, competence, relatedness) alongside perceived interactivity, perceived value, and continuance intention.
Tested the structural framework using partial least squares structural equation modelling (PLS-SEM) and conducted multi-group analysis across crop types and education levels.
Fulfilling farmers' basic psychological needs significantly enhances their perceptions of platform interactivity and value, which directly drives continuance intention.
Multi-group analysis revealed significant variations in platform engagement and continuance intention based on the types of crops cultivated and farmers' educational qualifications.

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Implication

Survey study reveals that meeting psychological needs drives agricultural e-market continuance intention in farmers, highlighting the role of perceived interactivity and value.

Cite This Study

Ismail et al. (2026) studied this question.

synapsesocial.com/papers/6a8aadd57677a34114446401 https://doi.org/10.1108/jadee-09-2025-0441

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Implication

Survey study reveals that meeting psychological needs drives agricultural e-market continuance intention in farmers, highlighting the role of perceived interactivity and value.

Exploring farmers' continuance intention in agricultural e-markets: a self-determination theory framework

Key Points

Discussion

Implication

Cite This Study

Exploring farmers' continuance intention in agricultural e-markets: a self-determination theory framework

Key Points

Discussion

Implication

Cite This Study

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