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- W4200465465 abstract "Online trading by farmers is a critical component of the agricultural supply chain. Perceived ease-of-use and perceived usefulness of a digital marketplace enhances trust and then farmers’ intention to use that digital marketplace. This study, by leveraging a mediation model, explores the usage drivers of digital marketplaces by farmers in India. Indeed, farmers' intrinsic propensity to trust generally is a moderator of the relationship between trust and intention to use a digital marketplace. We assert the relationship between (a) perceived ease-of-use of technology and trust and (b) perceived usefulness and trust is moderated by perceived self-efficacy by farmers and the digital marketplace platform provider’s reputation who is offering the digital marketplace service. This study contributes to the field of smart agri-food supply chain literature, by exploring willingness of Indian farmers to trade their produce on digital market places and potential factors of influence." @default.
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- W4200465465 date "2021-12-07" @default.
- W4200465465 modified "2023-09-27" @default.
- W4200465465 title "Drivers of farmers’ usage of digital marketplace platform: evidence from India" @default.
- W4200465465 doi "https://doi.org/10.19103/as.2021.0097.20" @default.
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