Behavioral Intentions: A Mediator of Performance Expectancy and Adoption of Mobile Communication Technologies by Ugandan Commercial Farmers

Abstract

This study examined the mediating role of Behavioural Intentions to Use on Performance Expectancy and Adoption of mobile communication technologies by commercial farmers in Uganda. The study adopted across-sectional design and quantitative method from which 302 commercial farmers and agribusiness traders in Eastern Uganda were surveyed using self-administered questionnaires as a data collection tool. Mediation analysis was carried out using bootstrap. Confirmatory Factor Analysis and Structural Equation Modelling were used to test the hypothesized relationships between the study variables. Findings revealed a partial mediating effect of Behavioural Intentions to Use on the relationship between Performance Expectancy and Adoption; significant positive relationship between Performance Expectancy and Behavioural Intentions; Performance Expectancy and Adoption; Behavioural Intentions and Adoption. There is need for knowledge creation and market research required to understand the unique needs of performance expectancy and behavioural Intention on demand side of commercial farmers in developing countries.