Understanding Farmers’ Continuance Intention To Use The Electronic National Agriculture Market (E-NAM): A Theory Of Planned Behaviour Perspective
DOI:
https://doi.org/10.69980/sa797h11Keywords:
Electronic National Agriculture Market (e-NAM), Theory of Planned Behaviour, SmartPLS-SEM, Digital Agriculture Marketing, Continuance IntentionAbstract
The Electronic National Agriculture Market (e-NAM) was introduced to enhance transparency, efficiency, and market integration in agricultural marketing in India; however, sustained participation by registered farmers remains a critical concern. This study examines the factors influencing farmers’ continuance intention to use e-NAM by applying the Theory of Planned Behaviour (TPB) in a post-adoption context. Using a quantitative research design, primary data were collected through a structured questionnaire from 120 registered e-NAM farmers across four regulated market committees in Odisha. The data were analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) with Smart-PLS, following a two-stage evaluation of the measurement and structural models. The results indicate that attitude toward e-NAM and perceived behavioural control have significant positive effects on farmers’ continuance intention, whereas subjective norm does not exert a statistically significant influence. These findings suggest that farmers’ continued engagement with e-NAM is driven primarily by favourable evaluations of the platform and their perceived ability to use it effectively, rather than by social pressure. The study extends the application of TPB to digital agricultural marketing in a continuance setting and provides empirical evidence from a rural, developing-economy context. From a practical perspective, the findings highlight the need for policymakers and implementing agencies to move beyond registration-focused metrics and prioritise user experience, digital capability enhancement, and infrastructural support to ensure the long-term sustainability of e-NAM and similar digital agriculture initiatives.
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