Determinants of the Intention of Rural Producers to Use Social Media

Despite the growing popularization of social media among farmers and ranchers, a general understanding of the field and intentions to use remain very limited. This article aims to determine constructs influencing the intention of rural producers to use social media. A theoretical framework serving as an augmentation of the Technology Acceptance Model (TAM) was formulated. By employing data acquired through online means from 281 rural producers located in Brazil, structural equation modeling (utilizing Smart PLS 4.0) was employed to examine both direct and mediated relationships. The Conceptual Model was supported and has good explanatory power. All hypotheses were confirmed. The addition of the social influence and entertainment constructs to TAM reveals promising results. Perceived usefulness on social media is the main predictor of intention to use. The social influence and entertainment variables strongly influence the perceived usefulness and ease of use social media. To elevate the intention of rural producers to use social media, websites, app, and platform managers must design and implement enjoyable, easy-to-use, useful, interactive, and shareable media. These characteristics positively affect attitude and intention to use and reuse social media, leading toward the formation of habit.