Drivers of farmers’ usage of digital marketplace platform: evidence from India GAMES & ACTIVITIES / General

Drivers of farmers’ usage of digital marketplace platform: evidence from India GAMES & ACTIVITIES / GeneralOnline trading by farmers is a critical component of the agricultural supply chain. Perceived ease of use and perceived usefulness of a digital marketplace enhances trust and then farmers intention to use that digital marketplace. This study, by leveraging a mediation model, explores the usage drivers of digital marketplaces by farmers in India. Indeed, farmers' intrinsic propensity to trust generally is a moderator of the relationship between trust

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