From fields to marketplaces: How attitude shapes e-commerce intentions of farmers in Yogyakarta, Indonesia

This study aims to identify factors influencing rice farmers' behavioral intentions in adopting e-commerce as a means of marketing agricultural products, using an integrative model approach based on UTAUT2 and the Theory of Planned Behavior (TPB). A total of 412 rice farmer respondents in Yogyakarta were involved in a survey using a questionnaire instrument distributed through village officials in the June–July period. Data analysis used Structural Equation Modeling Partial Least Squares (SEM–PLS). The results showed that performance expectancy, effort expectancy, social influence, and facilitating condition variables significantly influenced farmers' attitudes. In addition, attitude proved to be a significant mediator in the relationship between these four variables and behavioral intention. Meanwhile, KEB acted as a mediator that inhibited the positive influence of PE and EE on intention. However, digital literacy did not act as a significant mediator in the relationship between attitude and intention. This study provides a theoretical contribution in developing a technology adoption model in the agricultural sector and offers practical implications in strengthening agricultural digitalization policies based on local farmer characteristics.