Title:
PERFORMANCE EXPECTANCY EFFECT ON YOUNG FARMERS INTENTION TO USE ICT: THE MODERATION ROLE OF SOCIAL INFLUENCE

Authors:
Akinyi Lydia Sassi; Dr. Gwahula Raphael and Dr. Saganga Kapaya , Tanzania

Abstract:
The purpose of this study was to examine the influence of performance expectancy on the intention to use ICT among young farmers with social influence as a moderator. The study employed a cross-sectional design for data collection whereby data from 403 respondents was involved in the analysis. Variance based-Structural Equation Modeling (PLS-SEM) was used for analysis. Results revealed that performance expectancy was significantly influential on young farmers’ intention to use ICT. On the other hand, social influence was found to have no significant moderation influence on a relationship between performance expectancy and behaviour intention. The study on behaviour intention is generally extensive but limited in the agriculture field. Never the less, behaviour intention has proved to be contextually specific. This study has focused on young farmers to understand their adoption behaviour on the use of ICT. Furthermore, the study investigated the moderating role of social influence on the relationship between performance expectancy and behaviour intention for which literature is scant