Exploring farmers' continuance intention in agricultural e-markets: a self-determination theory framework

Purpose Identifying the factors that shape farmers' continuance intention to engage with agricultural e-market platforms is essential in emerging economies. Despite their potential to improve efficiency, transparency and market access in agricultural supply chains, their widespread adoption remains limited due to technological anxiety, trust deficits and the complexity of agricultural transactions. Design/methodology/approach Utilising self-determination theory (SDT), this study examines farmers' continuance intention towards agricultural e-market platforms by incorporating autonomy, competence, relatedness, perceived interactivity and perceived value. The proposed model was empirically validated using data from 510 farmers' through partial least squares structural equation modelling. Findings The results indicate that fulfilling farmers' psychological needs strengthens their perceptions of interactivity and value, which in turn drives their continuance intention to use e-market platforms. The multi-group analysis further reveals significant variation based on the types of crops cultivated and the farmers' educational qualifications. Research limitations/implications This study extends SDT by integrating digital engagement constructs into agricultural technology adoption, offering methodological contributions and practical guidance for enhancing trust, usability and farmer participation in e-markets. Originality/value This study uniquely combines psychological and technological perspectives to explain farmers' continuance intention in digital agricultural ecosystems, offering a comprehensive framework for advancing theory and practice in agri-digital transformation.