A Causal Model of Factors Influencing Intention to Use Market Management Technology for Processed Agricultural Productivity of Cooperatives and Agricultural Groups in Three Southern Border Provinces.

Abstract

The purpose of this research was to study a causal model of factors influencing intention to use market management technology for processed agricultural productivity. An online questionnaire was used as an instrument for collecting the data from 220 executives of cooperatives and agricultural groups in three southern border provinces. The variables consisted of two endogenous latent variables: perceived usefulness and intention to use market management technology for processed agricultural productivity; and one exogenous latent variable of perceived ease of use. These latent variables were measured by 11 observed variables. The data were analyzed by using structural equation model (SEM) technique. The findings revealed that the highest level of factor influencing the intention to use market management technology for processed agricultural productivity was perceived ease of use and perceived usefulness. Moreover, the results showed that the measurement model was in congruence with the empirical data. This model exhibited goodness of fit. The results of this research can be used to support the theory of reasoned action according to the technology acceptance model in the context of cooperatives and agricultural groups in Three southern border provinces. This resulted gained clear information to be used as a guideline for developing market management technology for processed agricultural products to develop the marketing potential of cooperatives and agricultural groups in three southern border provinces. Emphasis is placed on developing technology that is easy to use and useful according to user needs.