The role of innovativeness and self-efficacy in shaping farmers’ adoption of e-agricultural markets

This study examines farmers’ usage and recommendation intentions toward agricultural e-market platforms by integrating motivated consumer innovativeness (MCI) and technological self-efficacy (TSE). MCI captures farmers’ intrinsic motivation, while TSE reflects behavioral capability. Together, these constructs form a coherent framework to analyse e-market acceptance. Data from 280 farmers were analyzed using PLS-SEM. The results indicate that functional, cognitive, and social innovativeness significantly enhance usage intention, while hedonic innovativeness does not significantly influence usage intention, suggesting a predominantly utilitarian perception of e-markets. TSE further strengthens the moderating relationship in digital engagement. This study advances understanding of technology use in agriculture and provides implications for promoting e-market usage among farmers.