Developing a Precision-Based E-Marketing Application for Improved Adoption Among Traditional Farmers in the Eastern Cape, South Africa

In this study, the authors aimed to create a region-specific e-marketing application tailored to farmers' and customers' satisfaction based on a technology acceptance model guided by service-dominant logic entwined with design science research methodology. They adopted exploratory research involving interviewing 104 and 42 farmers and users for a pre-installation and post-installation investigation in Alice, Eastern Cape, South Africa. The investigation showed that 86.5% of the population is educated with at least a school matric certificate, which is enormously correlated with farmers' willingness to adopt e-marketing apps (R2 = 0.782). The adequacy of the post-installation evaluation is confirmed by the Kaiser-Meyer-Olkin measure (0.753) under the principal axis factoring, which also reported ease of data update, editing, ease of usage, and the overall impression of the app as the four principal factors that favor the app adoption. Inferentially, the e-marketing apps effectively connected farmers with buyers, providing an efficient virtual market solution.