{"product_id":"drivers-of-farmers-usage-of-digital-marketplace-platform-evidence-from-india-9781801463508","title":"Drivers of farmers’ usage of digital marketplace platform: evidence from India","description":"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.","brand":"Dr Arpita Agnihotri","offers":[{"title":"Default Title","offer_id":48281297682683,"sku":"9781801463508","price":32.5,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0779\/3917\/9771\/files\/9781801463508.jpg?v=1772487033","url":"https:\/\/indiepubs.com\/products\/drivers-of-farmers-usage-of-digital-marketplace-platform-evidence-from-india-9781801463508","provider":"IndiePubs","version":"1.0","type":"link"}