Investigating Factors Influencing Farmer Adoption and Usage of the e-NAM Platform in Haryana: An Empirical Study
Author : Dr. Vinod Kumar Bishnoi and Abhishek Punia
Abstract :
Purpose: This study examines the determinants of farmers’ behavioural intention towards the e-NAM (National Agriculture Market) platform in the Indian state of Haryana.
Design/Methodology/Approach: Survey research was used and data was analyzed using Structural equation modelling via SPSS 22 and AMOS 24.0. Data were collected from 215 in Haryana using a multi-stage sampling technique.
Findings: The study explains key factors influencing farmer behaviour towards the e-NAM platform, including perceived usefulness, perceived ease of use, social influence, trust, perceived risk, and facilitating conditions.
Originality/Research Limitations/Implications: Our study contributes to the field by applying the proposed research model to e-NAM usage behaviour in India. It extends the understanding of new technology adoption in agriculture and provides practical insights into promoting e-trading platform in India.
Practical Implications: Policymakers and agricultural stakeholders can utilize these findings to enhance the efficacy of e-NAM. Recommendations provided in this research paper can guide all the stakeholders.
Social Implications: The study underscores the importance of using e-NAM and its increased adoption can lead to improved market accessibility, transparency, and profitability, contributing to the social and economic well-being of farmerst.
Keywords :
e-NAM platform, farmer adoption, agricultural marketing, technology acceptance, Haryana
