Factors affecting usage of digital advisory tools and services by vegetable farmers in Nepal

It is evident that several factors condition the usage of Digital advisory tools and services (DATS) namely the internet, mobile phone, TV, radio, social media in the agricultural sector. The core, socio-economic factors and regional differences in technology adoption are being addressed. With the use of a multistage purposive sampling technique the study was steered to assess factors affecting the DATS use in Lumbini province. Using survey research design and administering pre-tested semi-structured interview schedule; 135 samples were randomly selected from Rupandehi (Terai), Palpa (Midhill) and Rukum East (Mountain) districts. The data were analyzed using multivariate probit regression model along with apt scaling and indexing techniques. The findings reveal that the tool’s performance expectancy, the ease of use and relevance to user needs were the core factors while age, education level, experience, group membership and geographical variation were influencing factors shaping farmers’ behavior for choosing different information sources. The results indicate that vegetable farmers rely on a variety of information resources which can be grouped under locality, cosmopolite, traditional and modern DATS. These sources either complement or substitute one another. This implies that no single source fully satisfies all of a farmer's information needs. If information providers get abreast of how likely it is that farmers will choose any particular source of information, they can guide efforts and shape policies to communicate via those channels in specific areas, generating higher impact. In light of the findings, the study accentuates the need for policy reforms to boost information sources that are tailored to specific regional and socio-economic profile of farmers.