Agricultural information systems acceptance and continuance in rural communities: A consumption values perspective

This study unearths the different configurations of user motivations that foster success in Agricultural Information Systems (AIS) acceptance and continuance among small-holder farmers in rural communities in a developing economy. Anchored on the fact that significant proportions of the world's poorest live in sub-Saharan countries characterized by small-holder agriculture, the study explores the multiple pathways that result in AIS acceptance and continuance while revealing the necessary and sufficient conditions that are required to achieve a given outcome. Using the consumption values theory and fuzzy set qualitative comparative analysis (FsQCA), the findings reveal three AIS user typologies namely extrinsic, intrinsic, and hybrid motivated users. The results further reveal that AIS usability, farmer group and family support, together with the inspiration of joy, hope and trust are motivating factors for the attainment of success in AIS acceptance and continuance. The study provides foundational knowledge on how development actors can use AIS as interventions to improve Agri-food outcomes among rural dwellers in the global south.